Introduction. The development of information technology makes it possible to create systems that improve business operations and optimize the management decision-making process. Insufficient level of implementation of modern information technologies by companies only hinders the achievement of significant competitive advantages. The connecting link between the business sector, its needs for effective operation, taking into account the requirements of stakeholders and the field of information technology, is business analysis. The purpose of the study is to analyze the activities of a business analyst in the enterprise, in particular his functional responsibilities in conducting marketing research. Results. The subject of business analysis is one of the functions of management, which reflects the technological stage of the decision-making process of change in business under the influence of internal and external factors and it is reduced to the analytical support of these decisions. The object of study of business analysis in the practice of marketing research is the activities of companies aimed at making changes in the business, based on the requirements of stakeholders. In the method of business analysis can be identified specific features, the presence of which is due to its focus on justifying management decisions in the field of business change: systematic and comprehensive approach, normative, continuity, adequacy, adaptability, uncertainty and risk. The object of business analysis is a system that operates and is constantly evolving and improving. In this regard, a list of the most important tasks should be identified, without the study of which the result cannot be considered complete. Conclusions. The method of business analysis as a direction of economic analysis is considered as a systematic comprehensive study of the business itself and its environment in order to ensure change that meets the needs of all stakeholders. A systematic approach to business analysis means that all tasks must be fully addressed. Companies can use business analysis in different ways: they can make it a necessary element of the management system, and can use some of its elements. Accordingly, the scale of business analysis will change. Keywords: business analysis, business analyst, marketing research, stakeholders, management decisions.
The article examines the theoretical content development of competition and the provisions of the competitive relations formation. It is proved that changes in the market environment attract attention to competitive relations in the first place. It is established that research in the field of competition theory has come a long and difficult way. The evolution of different scientists’ views outlines different directions and possibilities of its understanding in terms of areas of adaptation. It is pointed out that the representatives of the classical school of political economy determined competition through macroeconomic models. Understanding of competition through the issue of combination with monopoly was reflected in the crisis. This led to the formation of the competitive relations development with the simultaneous involvement of state regulation. Representatives of the institutional direction outlined the need to attract innovation to ensure development. At the same time, the understanding of competitive relations was completely compared with the formation of the organization theory. It is determined that the competitive relations evolution also involved the development of behavioral economic theory. This was facilitated by the results of changes in market relations, which were adapted to changes in the economic behavior of market participants. The peculiarities of competition formation for subjects of different sizes have been studied. Attention is paid to the development of competitive relations for the conditions of corporations. The relationship between competition and human capital is presented. It is proved that the formation of competitive advantages fully depends on the level of human capital development. It is determined that the representatives of neo-institutionalism focused on the efficiency of the economy in the study of competition. Thus, at this stage, costs have become important. The development of competition theory from different points of view led to the formation of the theory of competitive evolution. Different models of formation of competitive advantages are presented. The necessity of adaptation of market subjects to constant changes of the market environment and to attraction of separate models of the theory of a competition is proved, depending on possibilities of formation of own competitive advantages in the chosen markets. Key words: competition, competitive relations, competitive advantages, competitive models, strategies, efficiency.
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