Authors

Behavioral approach to customization of trading business in modern conditions

Market changes affect consumer psychology. Consumer behavior is variable. In this study, the author examines some of the main aspects of consumer psychology that help to understand consumer behavior. Consumer behavior includes the psychological processes that consumers go through when recognizing needs, finding ways to meet them, making purchasing decisions (for example, whether to buy a product, and if so, which brand and where), interpreting information, making plans, and implementing these plans (for example, by making comparative purchases or actually purchasing a product).The movement from scarcity to saturation of demand leads to the fact that among a large number of goods and services, the buyer begins to look for something that meets his personal aspirations for self-realization.A well-known point of view used in consumer psychology is behaviorism. This branch of psychology asserts that people’s actions are conditioned by external stimuli. Consumers want individuality. Individuality in consumer psychology is how the possession of a product increases their self - es- teem or satisfies a need caused by external influence.The era of mass production of goods has been replaced by customization, reflecting the change in consumer priorities (instead of the desire to be “like everyone else”, a new generation of consumers values their own individuality). Customization (English to customize - customize, change something, making it more suitable for the needs of a particular consumer). This is achieved by making structural or design changes and individualizing products to meet the needs of specific consumers.Customization in the full sense of the word is not an extension of the product line, but a unique product for a specific consumer, which creates a potential demand for a product category.According to the author, the topic of customization is very ambiguous. For example, in the retail business, the use of customization in relation to mass-market food products is not entirely correct. Customization is considered an ideal way to interact in the “supplier of goods or services - customer” scheme. It provides a competitive advantage by creating a higher value for the customer. The main goal of customization is to create a sense in the consumer that the work is done personally for them and meets their personal needs. Read more...

Prospects for the introduction of intellectual resources in the digital environment of commercial entrepreneurship

The relevance and practical significance of the research is determined by the increasing role of intellectual resources in the conditions of digitalization of entrepreneurship. Along with other types, intellectual resources determine the competitiveness of trade enterprises and act as a key factor in their development. One of the main features that characterize the modern economy is a high level of competition, which ultimately leads to the need to maximize the use of all available resources, actively introduce innovative technologies, and quickly adapt to changing market conditions. The scope of the study is expanded by the fact that during the coronavirus pandemic, commercial entrepreneurship in Russia was greatly transformed. suffered and transformed. The pandemic has pushed commerce to online platforms, and contributed to the development of a favorable environment for e-commerce. Currently, a wide range of digital innovations are used in commercial entrepreneurship. The COVID-19 crisis has accelerated the spread of e-commerce to new firms, customers, and products. This allowed the trade enterprises to continue working, despite the limitations of contacts. At the same time, the possession of intellectual capital has a significant impact on the competitiveness of firms. The importance of intangible assets as a source of competitive advantages is growing rapidly. Blockchain and related technologies are currently relevant, many industries are exploring their capabilities, and new ways to use it are constantly emerging. Since the distributed ledger technology creates a secure, verified, and immutable information chain, it finds application in brand protection and enforcement, and is used to track. Read more...

Formation of Competitive Advantages of the Foodtech Industry Organization by Means of Rebranding

The reality is that markets and technologies are constantly evolving, transforming and changing, which forces enterprises to look for new sources and ways to obtain competitive advantages that determine the position of enterprises in a competitive environment. The company's activities should be flexible enough so that it can quickly adapt to changes in the external environment. In this regard, the rebranding does not lose its relevance. The development of FoodTech is driven by convenience and necessity. Because of the pandemic, attitudes towards living space have changed. By FoodTech in a narrow interpretation, online food delivery services from shops and restaurants are most often meant, although in a broad sense, the entire chain of farms, food production and sales can be attributed to this format. Some enterprises began to work on the dark kitchen model (kitchen production with an order delivery service and takeaway work). The purpose of the study: to assess the impact of rebranding on the perception of consumers in the food industry in the conditions of transformation of the external environment (on the example of a catering company N). In accordance with the goal, the following tasks are set: to investigate the essence of rebranding as a competitive advantage of the organization; trends in the food industry, such as FoodTech and dark kitchen; to explore the market of cloud kitchens / "dark kitchens" by region; to identify situations conducive to rebranding; to develop directions for rebranding, to justify the feasibility of rebranding in the organization. Constantly there are news that one or another large company has adjusted its positioning or changed its corporate identity using restyling, repositioning, rebranding. According to the author, the differences in these types of brand updates are as follows. Restyling – partial or complete aesthetic changes in the system of visual representation of the brand's communicative attributes. Repositioning – changing the position of a product or service in the perception of consumers, giving a new image, switching to another target audience. Rebranding is a comprehensive solution to change the strategy, ideology, format. Approbation of the evaluation model of the proposed changes during rebranding was carried out on the example of the food industry enterprise – restaurant N in the Moscow region. The changes taking place in the field of activity of enterprise N were the reason for the rebranding. Read more...

Relationships of a Trade Organization with Suppliers: How to Achieve a Competitive Advantage

The article presents the author’s vision of supplier relationship management in the logistics system of a trade organization to ensure competitive advantages. Supplier selection is an actual and important stage in the implementation of procurement management functions. Effective management of this aspect of activity contributes to the establishment of ways of interaction with companies that provide logistics to the organization. Finding suitable suppliers and establishing long-term relationships with them can help companies provide customers with quality products and services at competitive prices and without interruption. The “right” suppliers will reduce the risks associated with instability in the supply chain. The authors have given a new interpretation of the term “Supplier relationship Management”. Supplier relationship management is decision-making to improve the ways of interaction in the procurement process between counterparties of trade and logistics activities. At the same time, the authors consider the effectiveness of interaction with suppliers in the procurement process as an internal competitive advantage. In addition, the authors identified the connection, commonality and difference between the concepts of “value chain” and “supply chain”. The work analyzed the stages of the procurement process, identified problems in the organization of procurement management. The results of the study and the proposed recommendations can serve as a basis for improving the organization and management of logistics, procurement activities of a trade organization to ensure competitive advantages. New parameters for determining the order of purchases, criteria for evaluating the supplier, and effective work on his choice will reduce costs, save on reducing the number of defects, etc. Research results: criteria have been developed according to which it is necessary to take into account: price, supply discipline, quality, payment terms, territorial remoteness, cooperation experience, satisfaction of complaints, order execution time; the algorithm of interaction between supplier and consumer in the supplier relationship management system is presented; new parameters for determining the procurement procedure and supplier evaluation criteria are defined. Read more...