METHOD OF ASSESSING COMPETITIVENESS OF ENTERPRISES WITH THE USE OF BRANDING
- Authors: Mayer S.V.1, Rodina E.A.2, Echka E.M.3
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Affiliations:
- Department of Marketing and Advertising, Rostov State University of Economics, 69, Bol’shaya Sadovaya Street, Rostov-on-Don, 344002, Russian Federation.
- Department of Economy, Moscow Institute of State and Corporate Governance, 21, Elektrozavodskaya Street, Moscow, 107023, Russian Federation.
- Department of Economy, Volgograd State Technical University, 28, Lenin Avenue, Volgograd, 400005, Russian Federation.
- Issue: Vol 6, No 8 (2015)
- Pages: 176-185
- Section: MATHEMATICAL AND INSTRUMENTAL METHODS OF ECONOMICS
- URL: https://journals.ssau.ru/eco/article/view/5688
- DOI: https://doi.org/10.18287/2542-0461-2015-0-8-176-185
- ID: 5688
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Abstract
In the article the authors elaborated author’s method of estimating competitiveness of the company using branding, testing of the developed method on the example of Apple and Samsung is conducted. The authors developed an optimization model for managing enterprise competitiveness with the use of branding, the matrix of forming a competitive card market through branding describes the competitive strategies of management by competitiveness of an enterprise, based on branding is composed and morphological models of formation of enterprise competitiveness on the criterion of brand development in various competitive strategies are compiled.
About the authors
S. V. Mayer
Department of Marketing and Advertising, Rostov State University of Economics, 69, Bol’shaya Sadovaya Street, Rostov-on-Don, 344002, Russian Federation.
Author for correspondence.
Email: morenov.sv@ssau.ru
E. A. Rodina
Department of Economy, Moscow Institute of State and Corporate Governance, 21, Elektrozavodskaya Street, Moscow, 107023, Russian Federation.
Email: morenov.sv@ssau.ru
E. M. Echka
Department of Economy, Volgograd State Technical University, 28, Lenin Avenue, Volgograd, 400005, Russian Federation.
Email: morenov.sv@ssau.ru
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