Abstract
Competitive advantages of modern companies are determined by a set of resources that discover the uniqueness of the company in the market and find out its competitive position. The authors conceptualized the process of determining the company’s competitive position based on the identification of knowledge resources. Competitive positioning is understood as the process of forming, maintaining and strengthening the company's competitive position based on the audit of key knowledge resources (their types, location, carriers and directions of movement), which form key areas of the company’s competence and create sustainable competitive advantages. The sequence of the enterprise competitive positioning on new resources of knowledge which reveals stages of competitive position definition is offered. The tools and methods of estimating knowledge resources in the competitive positioning of the company are formed. The matrices of the company's competitive position are constructed, which determine the competitive advantages and competitive weaknesses of the company. Criteria for interpreting the results of the company competitive positioning based on knowledge resources are proposed. They identify main company’s competitive advantages and weaknesses. In the article resources of knowledge that form company’s competitive advantages and weaknesses are defined. Competitive advantage matrices are built. Criteria for the results of company’s competitive positioning on new knowledge resources interpreting are suggested.
Highlights
Main trends in the modern business environment are characterized by volatility, complexity, unpredictability and chaos, or to put it in another way, Volatility, Uncertainty, Complexity and Ambiguity (VUCA)
To assess the competitive advantages based on knowledge resources, we propose to use the Competitive Advantage Index (CAI), which is the ratio of the estimated level of knowledge resource of the studied enterprise to the corresponding assessment of the competitor's knowledge resource
- a principled approach to competitive positioning of the enterprise on the basis of competency and resource approaches is formed, it allows to consider the sources of the enterprise competitive advantages as a set of knowledge resources, determine their competitive position and establish areas of support and development of competitive position;
Summary
Main trends in the modern business environment are characterized by volatility, complexity, unpredictability and chaos, or to put it in another way, Volatility, Uncertainty, Complexity and Ambiguity (VUCA). Modern scientific view of ensuring the competitive advantage of enterprises and their competitive positioning proves that the classic schools of strategic management, effective in the late twentieth century, are ineffective in the XXI century, because unpredictable and unpredictable changes in the business environment often make strategic management processes irrelevant. The high level of information and telecommunication technologies development has caused acceleration of introduction processes and distribution, copying by competitors of new science-intensive technologies and scientific developments. In these conditions, the competitiveness of a modern company, its role as an "intellectual leader" in the industry is determined by the availability of internal resources of knowledge, which together create a stable and long-term competitive advantage (Leonard-Barton, 1988). Today in the scientific community there is a consensus on the internal organizational origins of the company's competitive advantages based on the use of intangible assets, among which the most important are knowledge, intellectual property and capabilities (Teece, 2007)
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