TY - GEN

T1 - Strategic positioning of territories in the global economy: brand development in accordance with the matrix of competitiveness of territories

AU - Пашкус, Вадим Юрьевич

AU - Пашкус, Наталия Анатольевна

AU - Пашкус, Маргарита Вадимовна

PY - 2018

Y1 - 2018

N2 - Factors of corporate competitiveness are changing in the context of globalization. Today, those who can create and realize a unique innovative development concept will be able to succeed, which will form the basis of their active actions in the chosen direction. Evaluation of the corporate competitiveness in the global market under the New Economy is not an easy task. The global market dictates all the new requirements, the nature of competition on it is quite complicated. The market with the ability to correctly position and effectively implement the image policy, this will allow the company to take its unique market position and secure a sustainable competitive advantage. The paper suggests a new methodology for selecting and comparing the investment attractiveness of innovative and pseudo-innovative products using modern marketing approaches to positioning, developed by the authors and based on the CaganVogel breakthrough positioning model and the modified GE / McKinsey matrix. Investors can identify those innovative and pseudo-innovative products that use the correct positioning methods for their group and thus are potentially more successful with the help of the proposed tool. This methodology allows us to identify such strategic areas for the promotion of global innovative and pseudo-innovative products of various types investing in which you can rely on more than an average profit with specific types of social, economic and technological positioning (SET-factors). The proposed toolkit allows investors to compare potential investments in the innovative sector of the global economy and reduce the level of investment risks

AB - Factors of corporate competitiveness are changing in the context of globalization. Today, those who can create and realize a unique innovative development concept will be able to succeed, which will form the basis of their active actions in the chosen direction. Evaluation of the corporate competitiveness in the global market under the New Economy is not an easy task. The global market dictates all the new requirements, the nature of competition on it is quite complicated. The market with the ability to correctly position and effectively implement the image policy, this will allow the company to take its unique market position and secure a sustainable competitive advantage. The paper suggests a new methodology for selecting and comparing the investment attractiveness of innovative and pseudo-innovative products using modern marketing approaches to positioning, developed by the authors and based on the CaganVogel breakthrough positioning model and the modified GE / McKinsey matrix. Investors can identify those innovative and pseudo-innovative products that use the correct positioning methods for their group and thus are potentially more successful with the help of the proposed tool. This methodology allows us to identify such strategic areas for the promotion of global innovative and pseudo-innovative products of various types investing in which you can rely on more than an average profit with specific types of social, economic and technological positioning (SET-factors). The proposed toolkit allows investors to compare potential investments in the innovative sector of the global economy and reduce the level of investment risks

KW - BREAKTHROUGH POSITIONING MODEL, MARKETING POLICY, INNOVATION PRODUCT, COMPETITIVENESS

M3 - Conference contribution

SP - 2282

EP - 2291

BT - Globalization and its Socio-Economic Consequences

A2 - Kliestik, Tomas

PB - EDIS-Zilina University publisher

T2 - GLOBALIZATION AND ITS SOCIO-ECONOMIC CONSEQUENCES

Y2 - 10 October 2018 through 11 October 2018

ER -