Formation of the generalized technology for the enterprise adaptive competitive strategy development in conditions of entering new foreign markets

Abstract

Introduction. The issues of industrial enterprises management systems adaptation are quite sharply expressed in the aspect of European integration processes since external factors have always influenced the activities of any enterprise and required measures of adaptation to them. Therefore, under the influence of the external environment uncertainty, business entities are forced to periodically make changes to their own management system, respectively, the importance of adaptation processes of enterprises increases directly in the context of all its varieties. The purpose of the paper is to study the key aspects and methodological foundations of building a generalized technology for the developing of an adaptive competitive strategy of an enterprise when entering foreign markets. The methodological and theoretical basis of the research within the framework of this work is the fundamental scientific works of leading scientists. To achieve the set goals and solve certain problems, general methods of cognition (analysis, observation, comparison, etc.) were used in the formation of the main provisions of the study; methods of structural decomposition and graphic modeling in the development and display of the proposed technology for the development of an adaptive competitive strategy of an enterprise when entering new foreign markets. Results. Based on the study, the essence of adaptive management is revealed. The principles of the adaptive competitive strategy formation are systematized. The influence of factors of the internal and external environment on the adaptation system of the enterprise is characterized. A generalized technology for developing an adaptive competitive strategy of an enterprise when entering new foreign markets is recommended, which provides for the implementation of the following stages: setting goals and objectives, analyzing the internal and external environment of an enterprise, diagnosing the influence of external and internal factors; choosing methods for entering new foreign markets, assessing strategic alternatives and choosing a strategy, planning implementation adaptive competitive strategy of the enterprise, the application of the adaptive competitive strategy of the enterprise, control and regulation of the adaptive competitive strategy implementation when entering new foreign markets. Conclusion. According to the results of the study, it was found that the implementation of the proposed technology stages will allow the development and implementation of measures for the adaptive competitive strategy application in the selected foreign market, as well as contribute to the stable operation of the enterprise both in the domestic and foreign markets.