Specific character of formation of competitive development strategies in the information - Communication services market

Abstract

In the context of growing globalization processes and the entry of Russia into the international information space the problems of competitiveness of domestic operators in the information - communication services market are actualizing. On the basis of analysis and use of the "matrix of strategic actions of a service company" the main specific organizational and managerial features of construction and implementation of competitive development strategies for the information - communication services market participants are considered, the comparative characteristics of the development of competitive strategies in the market of information and communication services by traditional methods of strategic planning are considered, the benefits of "divisional" structures and their specificity in the market of information and communication services are justified. This article is intended for students studying methods of marketing research in the service industries, as well as marketing specialists, operators who develop strategies of their companies growth.