CONCEPT OF FORMATION, REALIZATION AND DEVELOPMENT OF COMPETITIVE ADVANTAGES OF THE RETAIL ENTERPRISE

Abstract

The concept of the formation, implementation, and development of the competitive advantages of a retail enterprise has been developed. This concept is based on the basic foundations and principles of the theory of the competitive advantages, consumer value, life cycle, value chain, opportunities, and lean manufacture. The concept is based on two theoretical hypotheses: the ability to ensure and constantly maintain a high (necessary/defined) level of competitiveness of enterprises with the existence of the competitive advantages at the active stages of their life cycle; an adaptation tool for enterprises is the formation of a flexible set of sustainable competitive advantages. The architectonics of this concept has been presented and the component filling of its scientific and applied basis has been carried out. Increasing the competitiveness of a retail enterprise has been chosen as the main idea of the concept. The object of the system vision of the concept is the process of ensuring (formation, implementation, and development) of the competitive advantages of the retail enterprise at the active stages of its life cycle, and the subject is the theoretical, conceptual, methodological, and scientific-practical foundations of the formation, implementation, and development of the competitive advantages of the retail enterprise. The component filling of the scientific and applied base of the concept of formation, implementation, and development of the competitive advantages of a retail enterprise has been implemented. The competitiveness of a retail enterprise is considered by the authors as the degree of implementation of the formed set of necessary competitive advantages in a particular segment of the consumer market. In order to achieve a high level of competitiveness, it is necessary to have stable competitive advantages. An integrative system of sustainable competitive advantage centers of a retail enterprise has been formed. Its implementation allows creating a flexible set of relevant competitive advantages and synchronizing their presence at the active stages of the life cycle for continuous transformation in the spatiotemporal process of increasing competitiveness.