Volume 11 - Volume 11
Improving the Company Competitiveness through the Development of Key Competencies: Marketing – Management Technologies and Practices
Abstract
The purpose of this study is to analyze the best marketing practices for the formation of competitive
advantages based on key competencies. The use of such research methods as analysis, synthesis,
deconstruction, traditional and content analysis of secondary information, allowed the authors to
select from a large array of data on international and Russian-based practices for increasing
competitiveness, mainly marketing and management technologies. These technologies allow the
authors developing key competencies to create competitive advantages. The scientific novelty of the
research is the systematization of current advanced international and Russian-based practices for
managing competitiveness for the period 2015-2020. The basis is the authors' methodological
approach to highlighting areas for creating competitive advantages by businesses developed on key
competencies. The results of the study were expressed in the: first, the authors identified three main
areas of creating competitive advantages based on key competencies: allowing to create value for
consumers, differentiate from competitors, and have versatility; secondly, the content of competencies
corresponding to the characteristics of key competencies has been determined; thirdly, advanced
marketing and management technologies for creating competitive advantages with a focus on
digitalization, collaboration and creativity have been systematized.
Paper Details
PaperID: 2157
Author's Name: Galina Timokhina, Irina Shirochenskaya, Natalia Ivashkova, Taira Murtuzalieva and Anatoly V Shishkin
Volume: Volume 11
Issues: Volume 11
Keywords: Competitive Advantages, Key Competencies, International And Russian Practices, Digitalization.
Year: 2021
Month: June
Pages: 917-934