明确评估企业在进入国外市场时的适应潜力

Mariana Bortnikova, Oksana Zuzak
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摘要

导言。全球化导致国际市场竞争加剧,因此必须评估企业在进入国外市场时的适应潜力,这将影响企业的业绩,并决定企业是否准备好与全球供应链合作,从而制定适应战略,确保成功打入新市场。对适应潜力的评估将有助于确定这些差异,并在制定营销战略、生产以及与国外市场客户沟通时将其考虑在内。本文旨在确定在进入国外市场条件下对企业适应潜力进行明确评估的问题,并制定解决这些问题的方法。结果。由于企业必须适应新的条件、文化特征和许多其他因素,因此对进入国外市场条件下适应潜力的明确评估问题的研究极为重要和相关。在研究过程中,发现了一些需要解决的问题,即:对进入国外市场条件下的适应潜力进行明确评估的指标和标准清单的可变性;对进入国外市场条件下的适应潜力进行明确评估的信息基础的形成过程的非系统性和零散性。研究结果提出了解决已发现问题的方法,特别是:建立和实施对企业在进入国外市场方面的适应潜力进行明确评估的平衡系统;建立和实施对企业在进入国外市场方面的适应潜力进行明确评估的信息库形成机制。 结论。在现代条件下,成功的适应对于取得竞争优势和市场稳定运行至关重要。在对适应潜力进行明确评估的基础上,形成了企业对内部和外部环境变化的准备程度、适应国际市场变化的能力以及保持竞争力和稳定性的能力。
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Express evaluation of the adaptation potential of the enterprise during the entering foreign markets
Introduction. Since globalization leads to increased competition in the international market, it is important to evaluate the adaptation potential of enterprises in the context of entering foreign markets, which affects their performance and determines their readiness to cooperate with global supply chains, which will allow developing adaptation strategies that will ensure successful penetration into new markets. Evaluate of the adaptation potential will help identify these differences and take them into account when developing marketing strategies, production, and communications with customers in foreign markets. The purpose of the paper is to identify the problems of express evaluation of the adaptation potential of enterprises in the conditions of entering foreign markets and to develop ways to solve them. Results. The study of issues of express assessment of adaptation potential in conditions of entering foreign markets is extremely important and relevant, since the company must be adapted to new conditions, cultural features and many other factors. During the research, problems that need to be solved were identified, namely: the variability of the list of indicators and criteria for the express assessment of adaptation potential in the conditions of entering foreign markets; non-systematic and fragmented nature of the process of forming an information base for express assessment of adaptation potential in the conditions of entering foreign markets. The results of the conducted research are recommended ways of solving the identified problems, in particular: formation and implementation of a balanced system of express assessment of the adaptation potential of enterprises in terms of entering foreign markets; development and implementation of a mechanism for the formation of an information base for the express evaluation of the adaptation potential of enterprises in the conditions of entering foreign markets. Conclusion. In modern conditions, successful adaptation is critically important for achieving competitive advantages and stable functioning on the market. On the basis of an express evaluation of the adaptation potential, the readiness of the enterprise for changes in the internal and external environment, the ability to adapt to the transformations of the international market and remain competitive and stable is formed.
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