Conditions Of High Competition Research Articles

Scientific narrative as a factor of intensification of communicative relations of the «science — society» system

The article offers an analysis of communicative interaction in the modern academic field — among individual researchers, research teams and groups in conditions of high competition against the background of exponential growth of publication activity and digitalization of communications both within the professional community and taking into account the strengthening and transparency of interactions with the public. The author puts forward a working hypothesis, according to which it is the narrative attribute in the representation of the results of scientific research that can contain a reserve for evolutionary success within the framework of the systemic nature of communication and have a high potential for the formation of stable links between subsystems of science and other public actors, such as non-professional external observers.

Digital Channels of Employer Brand Formation

Relevance. In modern conditions of high competition in the labor market, new forms of work are becoming particularly relevant, in particular, the creation of an HR brand as a tool for maintaining the company's image and attracting employees. The development of digital technologies has allowed companies to use new channels of employer brand formation – digital. However, despite the existing need, the features of their use have not been fully studied. Social networks and career sites as the main platforms for the formation of an employer's brand are rapidly developing and transforming, which requires their comprehensive research. The purpose is to identify the features of the use of career sites and social networks as the main digital channels for the formation of an employer's brand. Objectives: to reveal the essence and identify the main elements of the employer's brand; to conduct a comparative study of the use of career sites and social networks of four Russian companies: Dodo Pizza, Gulfstream, Chulakov.ru, Exness. Methodology. The methodological basis of the study was the work of G. Martin, S. Hat Trick, T. Ambler, S. Burrow. As a technical tool for the study of social networks, the system of multifactorial analysis of social media "Cribrum" was used, the method of content analysis was used in the study of career websites of companies. Results. As a result of the study, the authors identified the main components of the HR brand broadcast by digital channels focused on basic and additional values. The analysis of digital channels by selected elements revealed the specifics of their use in the formation of the employer's brand. Career sites to a greater extent broadcast additional values of the company, forming a holistic positive image for the general public, without highlighting the target categories of recruiting. Social networks mainly demonstrate the basic values of the company, their content is more specific, focused on certain categories of recruiting. Conclusion. Creating a successful employer brand requires a competent combination of the digital channels considered, taking into account their specifics and the category of recruiting, which will allow HR branding to become a long-term HR strategy for attracting and retaining target groups of employees.

SHAPING THE COMPETENCIES OF THE FUTURE: THE IMPORTANCE OF DEVELOPING SOFT SKILLS IN HIGHER EDUCATION WITHIN THE LANDSCAPE OF INFORMATION TECHNOLOGIES

The article emphasizes that modern professional activity requires mastery of not only highly specialized knowledge but also soft skills. The peculiarities of modern society, which has passed from the VUCA state to the BANI state, are noted, emphasizing that it implies even greater turbulence and unpredictability of the environment, as well as the ever-growing role of information technologies. Today, in the labor market, “soft” skills play a key role in professional activity. Therefore, the task of higher education is to educate a professional who can realize himself in the conditions of high competition, which requires the introduction of educational technologies that form in students' soft skills with solid digital components. The article is devoted to soft skills, which are necessary for young specialists starting a professional career. The objectives of the study were: to determine the optimal composition of soft skills, most in-demand among employers; to evaluate their importance for the successful start of the professional career of young engineers; to reveal the main problems of the formation of soft skills within the educational process. Formulated conclusions can be used to improve university training of young specialists competent in the labor market in the BANI-environment.

ЭМОЦИОНАЛЬНЫЙ МАРКЕТИНГ В КРЕАТИВНОЙ ИНДУСТРИИ НА ПРИМЕРЕ ГАСТРОНОМИИ

The article presents a study of emotional marketing in the creative industry using the example of gastronomy. The relevance of this scientific direction is revealed, the main directions of application of emotional marketing in gastronomy as a field of creative industry in the context of its specific tools and methods are analyzed. The study showed that emotional marketing in gastronomy helps catering companies to create long-term relationships with customers, forming not only taste, but also emotional impressions, which, in conditions of high competition and growing consumer expectations, allow the target audience to differentiate places to relax by creating unique and memorable offers. High competition in this area leads to the use of the most effective tools in order to be remembered by the client and stimulate his return to the catering establishment.

ІНТЕГРАЦІЯ ТРАНСПОРТНИХ, ЕКСКУРСІЙНИХ ТА АНІМАЦІЙНИХ ПОСЛУГ В СУЧАСНОМУ ТУРОПЕРЕЙТИНГУ

The article improves the concept of integrated tourist product and integrated tourist service, substantiates the concept of directions, extent and depth of integration of tourist services in one tourist product, using the example of the most common in the modern tour operating system of transport, excursion and entertainment and animation services. Two directions of integration are distinguished and justified – “integration of sequence” and “integration of simultaneity and interpenetration” of services. The degree of integration is presented as the degree of coherence and sophistication of the tourist product with the entire set of interdependent, substantively and technologically combined services of varying depth of interpenetration, taking into account the degree of its acceptance by tourist consumers and the market justification, establishment and viability of this product in the tourist market. The degree of integration in this way partially shows how successful this synthesis of specific services in a specific product turned out to be. The depth of integration of tourist services in one trip is justified as the degree of interdependence and interpenetration of such services, both in the direction of sequence and simultaneity of their provision. The depth of integration of the sequence can also predict the degree of compliance with a certain logical line of gradual increase or decrease of the overall tourist wow-effect as the route passes, depending on the general ideology and mission of the tour. In the direction of simultaneous integration of different services into one another in one product, the depth shows the degree of interdependence and “synthesis” of services provided in parallel, the extent to which several simultaneously provided services mix and form a certain single “monolithic”, thus turning into a single indivisible integrated service with the corresponding synergistic effect of such a combination. In the future, it is possible to develop a scheme-algorithm for measuring the degree and depth of service integration, with an outline of formal evaluation criteria, which is important for the design and implementation of more advanced and original products of tour operator companies in conditions of high competition.

ВИКОРИСТАННЯ МЕТОДІВ БРЕНД- І PR-МЕНЕДЖМЕНТУ В РЕГІОНАЛЬНОМУ ТУРОПЕРЕЙТИНГУ

The article examines modern methods of brand and PR management and their application in the context of regional tour operating. Brand management is an important tool for increasing the recognition and attractiveness of a tourist product. This includes creating a unique image that distinguishes a certain tourist destination or service from competitors. A successful brand helps to create an emotional connection with the target audience, which contributes to the growth of loyalty and long-term relationships with customers. PR management in tour operating is aimed at managing public opinion and forming a positive image of the region as a tourist destination. This is achieved through active interaction with the mass media, holding press conferences, participation in tourist exhibitions, organization of information tours for journalists and bloggers. An important aspect is also the management of crisis situations and the minimization of the negative impact of unforeseen events on the reputation of the region. Regional tour operating focused on a specific geographic area has its own specific challenges and advantages. One of the main tasks is the formation of a holistic image of the region, which includes cultural, historical and natural features. An important role is played by cooperation with local authorities, enterprises and public organizations, which allows for the creation of complex tourist products. Effective use of brand and PR strategies helps to attract more tourists, increase the competitiveness of the region and increase income from tourism. It is also important to take into account current trends and innovations in marketing, such as the use of digital platforms, social networks and influencers. The article analyzes specific examples of the successful application of brand and PR management in different regions of the world, which allows to determine the best practices and adapt them to the conditions of domestic tour operating. Particular attention is paid to methods of measuring the effectiveness of brand and PR campaigns, which allows us to assess their impact on the development of regional tourism. In addition, the prospects for the development of brand and PR management in the conditions of globalization and digital transformation are considered. Attention is paid to the role of technologies in the creation of interactive content, virtual tours and other innovative approaches that make the tourist product more attractive to the modern consumer. In general, the article emphasizes the importance of an integrated approach to the use of brand and PR management methods in regional tour operating, which is a key success factor in conditions of high competition in the tourism market.

STRATEGIC TOOLS DEVELOPMENT TO ENSURE PRODUCT COMPETITIVENESS IN THE GLOBALIZATION CONTEXT

The article studies the development of new methodological support for marketing activities in the context of globalization for innovative enterprises with a wide range of products. Today, manufacturers are winning over consumers in conditions of high competition and decreasing response time to market needs. It is necessary to structure the needs of the target audience according to purchase decision-making patterns. Based on the analysis of approaches to ensuring competitiveness, it was revealed that it is necessary to study consumer behavior and motivation for purchasing goods. The theories of purchasing decisions and motivation for choosing a product are analyzed. It is noted that globalization has transformed the consumer environment and consumer behavior, and the motives for self-positioning in society and joining new social groups are highlighted. The article proposes a “needs - interests - values” systematization, which highlights the special properties of a product. The proposed systematization is included in the algorithm for choosing a positioning strategy based on a ranking pyramid, taking into account: price, quality, functionality, design, exclusivity, brand status and brand spirit, which allow influencing the choice of the target audience. The developed seven-level ranking pyramid is a tool for making decisions on choosing a product positioning strategy. The proposed methodological approach to positioning of goods will ensure the competitiveness of the organization.

Analysing the efficiency of public procurement procedures using game-theory models

Subject. Public procurement plays an important role in providing public services and ensuring that the target programmes of government structures are implemented. Therefore, it is crucial to improve the efficiency of procurement procedures. The efficiency of public procurement is largely determined by the conditions and format of the procurement procedure. So, it is of particular interest to identify the factors influencing the customer’s choice of the optimal procedure for the procurement of different types of goods, as well as to assess the impact of these factors on the effectiveness of existing procedures.Objectives. The aim of the study was to develop a model for selecting procurement procedures for different types of goods and to assess the effectiveness of current public procurement procedures.Methodology. In the study, we used the findings of auction theory, qualitative and quantitative analysis techniques to identify public procurement, determine its value to participants, and assess its effectiveness. The following goods were selected for empirical assessment: paper, medicines, automotive components, and construction services. The empirical basis of the study was the data obtained from the Unified Information System (UIS) in Procurement website.Results. We developed and estimated a model for choosing a supplier selection procedure (for empirical assessment, the probability of choosing a certain procedure was determined by the number of uses of the procedures among completed procurement procedures). We also designed and estimated a model of price effectiveness for public procurement procedures that are actually in use (price effectiveness in this study means the final price of the contract, as well as the reduction of the final price against the initial maximum price).Conclusions. Based on the analysis, we concluded that it is necessary to introduce negotiations as an intermediate procedure between the auction and procurement from a single supplier. Such a procedure is used in other countries. The auction procedure fails to provide the best quality goods, especially in the case of complex goods or services with a high level of uncertainty. For simple goods, an auction is the most favoured procedure under the conditions of high competition and a preference for quality. It allows selecting the most experienced and financially reliable supplier.

Влияние экологических факторов на генетический полиморфизм в природных популяциях Fragaria vesca

Genetic polymorphism of natural cenopopulations of wild strawberry (Fragaria vesca) from the Republic of Mari El was measured by randomly amplified polymorphic DNA (RAPD). The method of molecular genome marking based on RAPD-PCR makes it possible to determine the genetic status of populations and establish interpopulation relationships. The cenopopulations that we selected for the analysis were confined to different stages of the forest phytocenosis succession: the climatic phytocenosis and the area of the forest felling. These F. vesca cenopopulations differed in the ratio of sexual and vegetative reproduction during the maintenance of the cenopopulation size. In a felling area in conditions of greater illumination the intensity of sexual and vegetative reproduction increases. However, specimens of seed origin were not found in the felling area, since in conditions of high competition with ruderal and meadow plants, slowly developing strawberry seedlings died. The germination of seeds and plants of seed origin was noted under conditions of climatic phytocenosis. For the cenopopulation confined to the climax forest, Shannon’s diversity index and Nei’s genetic distance were 0.5179 and 0.3613 respectively. In a felling area vegetative reproduction processes predominate, so Shannon’s diversity index and Nei’s genetic distance were lower, 0.4573 and 0.3132 respectively. In a felling area revealed the loss of certain genetic clusters present in the climax forest. This indicates the loss of a strawberry genetic diversity in the transition to vegetative reproduction due to anthropogenic impact. Our data confirm the idea that climax communities with their more stable conditions can act as regenerative niches of the species.

The effect of Black-White income inequality on perceived interracial psychological outcomes via perceived interracial competition.

This research examined the influence of Black-White income inequality on negative interracial psychological outcomes and the role of perceived interracial competition as a mediational mechanism. The research utilized three different designs across three preregistered experiments to assess the proposed processes. Study 1 (N = 846) used a measurement-of-mediation design and found that participants assigned to the high racial income gap condition reported more perceived interracial competition, discrimination, avoidance, and anxiety relative to those in the low racial income gap condition. Effects were mediated by increased perceptions of interracial competition. Studies 2a (n = 827) and 2b (n = 841) used an experimental-causal-chain design and replicated the effect of the racial income gap condition on increased perceptions of interracial competition (Study 2a) and showed that participants in the high perceived interracial competition condition-the manipulated mechanism-exhibited greater perceived discrimination, anxiety, and mistrust relative to those in the low perceived interracial competition condition (Study 2b). Study 3 (N = 1,583) diversified the sample by recruiting similar numbers of Black (n = 796) and White (n = 787) participants and used a moderation-of-process design by simultaneously manipulating the racial income gap and perceived interracial competition. Competition moderated effects: Inequality effects were stronger for those in the high competition condition. Implications for theory development are discussed. (PsycInfo Database Record (c) 2023 APA, all rights reserved).

PERSONNEL DEVELOPMENT STRATEGY OF A TRADING COMPANY

The article discusses the concept and essence of strategic personnel management, defines the elements necessary for strategic personnel management, as well as its varieties, depending on the goals pursued. The purpose of the study is to identify the features of the personnel development strategy of a modern enterprise. When writing the work, such methods as system analysis and synthesis, classification, analogy, deductive analysis were used. The starting point for the study was the consideration of a strategic approach to the personnel management of the enterprise. The definition of personnel management was obtained by analyzing the scientific literature on the selected topic. Based on the accumulated and theoretically interpreted material, conclusions were drawn about the features of strategic personnel management.In the course of the conducted research, it was found that in conditions of high competition and economic crises, the personnel strategy is interesting because it is aimed at creating conditions that allow the organization to attract and retain valuable employees and use them effectively through human resource planning, determining the needs for qualifications and competence; providing resources from internal reserves.It is revealed that it is necessary to apply new tools that work on the basis of flexible methodologies, universal quality, a system of continuous improvement and management. This implies the adaptation of strategic management processes to the current economic, social and technological changes in order to implement new trends based on a more resistant foundation and growth. In order for adaptation to be successful, the company must have qualified human capital — academic and technological.The theoretical significance of the work consists in a deeper and more complete understanding of the basics of personnel management and its development in conditions of economic and political turbulence. The practical significance lies in the possibility of applying the knowledge gained in the activities of real enterprises to improve the quality characteristics of the work of personnel and increase the efficiency of the enterprise itself.

Research of scientific approaches to assessing the effectiveness of corporate enterprise product strategy

The object of research is scientific approaches to the product strategy of corporate enterprises, as well as types of product strategies, presentation of methods for evaluating product strategies, and the experience of successful companies with effective product strategies. Factors that influence the implementation and choice of a product strategy are considered in a structured and step-by-step manner. The basis of the activity of every enterprise is to achieve the set goals. It is precisely in this that the use of a product strategy will be needed, as it helps to focus and come to the question of determining the goals of entrepreneurial activity with the appropriate importance. And the determined indicators of the evaluation of the effectiveness of product strategies carry out a corrective action in the process of promotion of the enterprise, make it clear whether changes in the product strategy of the enterprise are necessary, and whether the enterprise has achieved the specified goals. The most effective product strategies in today's conditions of high competition and the rapid turnover of dissatisfied customers are based on the satisfaction of customer needs, which is the most modern approach to success. To determine the degree of customer satisfaction with the presented product, metrics are used, which in turn help to adjust the company's offer and product strategy. Highly appreciating the contribution of scientists to the development of the theory of product strategy formation, it is worth noting that there are a number of unresolved issues of a theoretical and applied nature, related to the lack of a unified view on the effectiveness of the formation of a product strategy, different visions and the unsystematic nature of the process of its evaluation, the uncertainty of directions for improving the formation process product strategy and debatable approaches to the choice of product strategies in the activities of corporate enterprises. This necessitates the further substantiation of scientific provisions regarding the formation of the product strategy of corporate enterprises of the food industry.

Innovations in the System of Strategic Management of the Security of the National Economy

The article is devoted to the study of the significance of innovations in the system of strategic management of the security of the national economy in the context of globalization and uncertainty. The strategically important tasks of the modern state are the development of domestic science-intensive production, the development, implementation, development of innovative information technologies focused on the production of competitive products. It is concluded that innovations in the conditions of an innovative economy are not only the final commercialized result of innovative activity that has received demand among individual consumers, but also intermediate results of the innovation process in the form of an innovative idea being implemented in the field of marketing, management, and personnel management. The article systematizes the attributive properties of innovations in the conditions of an innovative economy. The degree of entrepreneurial risk is analyzed due to the need to constantly search for new ways of doing business in a changing external environment and in conditions of high competition. The concepts of “innovative activity” and “innovative process” in the system of innovative economy are distinguished. The system of innovativeness of entrepreneurship in an innovative economy is generalized, if an entrepreneur at any specific stages of the life cycle seeks to introduce innovations, new technologies, innovative forms of personnel management or non-standard forms of interaction with competitors.

Підприємницький ризик: сутність та класифікація в залежності від втрат, які несе підприємець

In conditions of high competition and variability of economic conditions, timely insurance of business risks can help the enterprise to preserve its financial resources and ensure stability and security in the market. The article aims to systematize business risks by groups of losses and generalize and characterize the types of insurance policies that can be useful to the enterprise due to their manifestations. It was found that entrepreneurial risk in economic activity is a generalizing term for a group of risks that arise at various stages of the capital cycle as a result of the actions of the enterprise itself, competitors, counterparties, changes in the market situation, technological failures and other internal and external factors. Types of business risks are systematized. Four main groups of enterprise losses due to business risks were identified, with the selection of types of insurance policies that can be useful for enterprises in case of corresponding losses. Different conditions for insurance against cyber threats and liability for environmental damage in Ukraine were disclosed under four main costs depending on the type of damage subject to compensation. The results of the study show that business risk is a complex category that covers various aspects of business activity, protection against which occurs mainly within the scope of property insurance and liability insurance, but at the same time can go beyond these fields of insurance, if it is determined by the needs of business activity Business risk includes financial risks, such as market instability, changes in the economic environment, exchange rate fluctuations, rising costs, insufficient financial resources. It also covers operational risks related to business management, including supply chain issues, staffing issues, technology failures, legal conflicts, and more.

THE IMPORTANCE OF OUTSOURCING IN THE PRODUCTION PROCESS IN THE GLOBALIZING WORLD

In the globalizing world market, there are conditions of global cooperation and integration where competition and transformation are more demanding than ever before. In this respect, the fate of companies is determined by their ability to act and adapt. In this respect, it is necessary to act quickly, think creatively and adapt to changing conditions in a timely manner in order to survive in the conditions of high competition. For this reason, more and more companies in the public and private sectors are choosing to outsource their non-core business. Due to this basic fact, especially multinational companies are increasingly turning to outsourcing. The main reason why this strategy dominates, especially in the pharmaceutical industry, is that companies and governments sometimes have to cooperate to protect human health. Cooperation in the field of expertise and know-how in this sector and mutual exchange of knowledge and experience are of great importance. Outsourcing in the fields of production, distribution and consumption in the sense of global sharing of resources is becoming more and more common. This concept is gaining popularity especially in the healthcare industry. However, outsourcing has both advantages and disadvantages. In this respect, it is important to evaluate the outsourcing strategy with a holistic approach. In this study, outsourcing is examined with a pluralistic approach in this context. In this study, as an example of the increasing importance of outsourcing on a global basis, the pharmaceutical industry is considered as a basic example.

THERMAL POWER TECHNOLOGY OF NEW GENERATION CONCRETE

Over the last decade, the trend of producing monolithic concrete and reinforced concrete with increased strength indicators continues in Ukraine and the world. Ensuring the performance of concrete and short roads is one of the main tasks of the technology of reinforced concrete products in modern times. It is known that thermoforce processing can have a positive effect on the properties of concrete - such as volume, strength, corrosion resistance, water permeability, durability. In these industrially developed countries, the use of concrete with increased physical and mechanical indicators is growing. In the construction industry, there is a problem of saving money and energy security. The application of the thermoforce method for the production of new-generation concrete allows to increase the indicators of strength, corrosion resistance and other physical and mechanical properties of concrete. In conditions of high competition in the production of concrete products, obtaining high-strength concrete by using high-quality aggregates and binders of high grades sharply increases the cost of the product and makes it uncompetitive. There is a problem related to the reduction in the production of high-quality binders and aggregates due to the extraction of quality raw materials. Most of the quarries, where quality raw materials for the construction industry were mined, are abandoned or exhausted. Therefore, it is necessary to identify internal reserves of concrete strength growth, to solve the acute problem of saving resources and energy saving, using ordinary components and local building materials. It is possible to significantly open the strength reserves of concrete and increase the physical and mechanical properties of concrete through the complex influence of such factors as vibration, excess pressure, temperature and chemical additives.

Using a multi–stage progressive sales plan as a tool to improve the efficiency of managers

Profit growth is considered an economically justified indicator of business success. In conditions of high competition of goods and services of small and medium–sized businesses, the sales department acts as a key component that ensures the sale of products and, accordingly, determines the profitability of the company. The creation of methodological tools to improve the efficiency of the sales department is a popular applied task of modern scientific research.The article is devoted to the problem of improving the efficiency of the sales department. The author states that the creation of a progressive plan allows you to increase sales. The purpose of the article is to describe the author’s methodology for using a multi&stage progressive sales plan as an effective tool for improving the efficiency of managers. The novelty of the research lies in the development of a multi–component comprehensive sales plan that allows to increase the company’s profit by creating conditions for the formation of sustainable motivation of managers.

Exploring the influence of competition on arbovirus invasion risk in communities.

Arbovirus outbreaks in communities are affected by how vectors, hosts and non-competent species interact. In this study, we investigate how ecological interactions between species and epidemiological processes influence the invasion potential of a vector-borne disease. We use an eco-epidemiological model to explore the basic reproduction number R0 for a range of interaction strengths in key processes, using West Nile virus infection to parameterize the model. We focus our analysis on intra and interspecific competition between vectors and between hosts, as well as competition with non-competent species. We show that such ecological competition has non-linear effects on R0 and can greatly impact invasion risk. The presence of multiple competing vector species results in lower values for R0 while host competition leads to the highest values of risk of disease invasion. These effects can be understood in terms of how the competitive pressures influence the vector-to-host ratio, which has a positive relationship with R0. We also show numerical examples of how vector feeding preferences become more relevant in high competition conditions between hosts. Under certain conditions, non-competent hosts, which can lead to a dilution effect for the pathogen, can have an amplification effect if they compete strongly with the competent hosts, hence facilitating pathogen invasion in the community.

Peculiarities of entertainment projects promotion on the Instagram platform

The relevance of the chosen topic of communicative effectiveness of promotion on Instagram is based on the need to increase the use of evidence-based research, which would provide the analysis of techniques, components and methods of promotion through social networks, including in particular the Instagram platform. The purpose of this research is to determine the algorithm for the formation of communicative effectiveness of entertainment projects on Instagram social network on the example of case studies of such companies as Netflix, Epicfunnypage, Be.bloome, implemented in 2019. The methodological basis of the study is the set of scientific research methods such as analysis and synthesis, comparison and system approach. The study results have revealed the peculiarities of how brands form the systems of promotion complexes through the social network. The analysis has identified the main metrics of the studied Instagram pages, which are elements of the strategy formation of each project. Special attention is paid to the fact that the projects of different scales and entertainment areas have required different promotion strategies, which have showed communication effectiveness, in particular, the followers' number and engagement, the number of reactions on the page, the speed of effective project promotion. After considering all of the examples mentioned above, it has been found that there is no universal way to promote Instagram page. The study has confirmed the assumption that the entertainment projects promotion on the Instagram platform requires a comprehensive, attentive and situational approach to the choice of not only the page promotion methods, but also the efficacy evaluation of the promotion itself. The results of the study revealed that the new projects can be promoted and hold the lead by occupying a specific niche and choosing the right set of performance efficacy evaluation under conditions of high competition of entertainment projects on Instagram.

МОДЕЛЮВАННЯ ДІЯЛЬНОСТІ ВІДДІЛУ МАРКЕТИНГУ ТА ПРОДАЖІВ ТА ВПЛИВУ НА НЬОГО СИСТЕМ САМОМЕНЕДЖМЕНТУ ЗА ДОПОМОГОЮ ПРОГРАМНОГО ЗАСОБУ ANYLOGIC

In today’s market, many companies have to operate in the conditions of high competition. Each company is struggling to gain the advantage which will make them stand out from the competitors. They try to achieve such a competitive advantage through marketing, improving product quality or increasing the efficiency of processes within the company. One of the methods of gaining competitive advantage is the introduction of new management systems, such as self-management. Given the market situation, a large number of companies face uncertainty. It is difficult to predict the results of initiative implementation. Such working conditions seriously increase the complexity of managing these systems. For example, in a rapidly evolving business environment, it is difficult to make the right decisions. In the process of work, we encountered a problem in forecasting the behaviour of the system and the environment. Implementation of simulation in the company makes it possible to predict the result taking into account various scenarios. An important condition for creating the right models in accordance with the tasks is successful choice of simulation methodology and software. In our work, we considered different approaches to modelling, outlined the main steps to be taken when constructing a simulation model and drew the general rules for constructing such a model. We briefly analysed the systems and software that can be used for simulation, considered their advantages and disadvantages. AnyLogic is a simulation software, the main principles of its operation, its benefits and weak points were discussed in more detail. With the help of the software AnyLogic the activities of the marketing department at the conventional enterprise were simulated, the potential impact of the of such a department self-management system implementation was pre-estimated and the expected result from such a system implementation in a particular unit was modelled.