COMPETITIVE ADVANTAGES IN THE MARKET OF CONSULTING SERVICES: MARKETING ASPECT

Q2 Business, Management and Accounting

Business: Theory and Practice Pub Date : 2023-10-31 DOI:10.3846/btp.2023.15291

Natalia Yevtushenko, Andriy Fedorchenko

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Abstract

The article summarizes the arguments and counterarguments about the features of the formation of competitive advantages in the Ukrainian market of services on the example of consulting for the period 2010–2021. According to the results of the analysis and generalization, the author’s understanding of the concept of “competitive advantages”, the factors of their formation presented. The article describes the interconnection of competitive strategies with the process of forming competitive advantages. The process of economic analysis revealed the immaturity of the consulting market in Ukraine and its institutional vulnerability. The reasons for the instability of demand for consulting services described. The leadership matrix for Ukrainian consulting companies built in accordance with the typology of competitive strategies F. Kotler. The analysis revealed an updated list of competitive advantages of companies that formed under the influence of the Covid-19 pandemic and martial law in Ukraine. It proved that the main advantage of companies is the competence of consultants. Recommendations for the development of consulting companies in Ukraine and strengthening their competitive advantages, taking into account the construction of an effective marketing management system and use the consulting service standard. The research results can be useful for consulting companies wishing to improve their competitiveness and to expand the segment of their services in the market.

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咨询服务市场的竞争优势:营销方面

本文以2010-2021年乌克兰咨询行业为例，总结了乌克兰服务业竞争优势形成特征的论证与反驳。根据分析和归纳的结果，作者对“竞争优势”概念的理解，提出了其形成的因素。本文阐述了竞争战略与竞争优势形成过程的相互联系。经济分析的过程揭示了乌克兰咨询市场的不成熟及其制度脆弱性。介绍了咨询服务需求不稳定的原因。乌克兰咨询公司的领导矩阵根据竞争战略的类型建立F.科特勒。该分析揭示了在新冠肺炎大流行和乌克兰戒严令影响下形成的公司竞争优势的最新名单。事实证明，公司的主要优势在于顾问的能力。建议乌克兰咨询公司在发展和加强竞争优势的同时，考虑建设有效的营销管理体系和使用咨询服务标准。研究结果可以帮助咨询公司希望提高他们的竞争力，扩大他们的服务在市场上的部分。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Business: Theory and Practice Business, Management and Accounting-Strategy and Management

CiteScore

5.00

自引率

0.00%

发文量

审稿时长

8 weeks

期刊介绍： The journal "Business: Theory and Practice" is published from 2000. 1 vol (4 issues) per year are published. Articles in Lithuanian, English, German, Russian. The Journal has been included into database "ICONDA" and "Business Source Complete".