EVALUATION OF THE RESOURCE POTENTIAL OF A TRADE ORGANIZATION – THE MOST IMPORTANT CONDITION FOR COMPETITIVENESS
Keywords:
resources, potential, competition, strategy, market, organization, trade, innovation, factors, environmentAbstract
The article deals with the essence of a resource potential of an organization and its evaluation, factors
affecting it, characteristics of resources, selection of a strategy, taking into account the potential of an organization,
the strategy potential and its impact on the competitiveness of a trade organization.
By the resource potential of an organization the author means the ability of its economic and administrative
system to use internal resources with the maximum economic effect under the influence of environmental
factors.
On the resource potential depends how well the chosen strategy of development is implemented by the
organization. The organization focuses its efforts and organizational resources on key areas that can bring
economic and financial success. The scarce resources and a decline in their real value don’t allow the organization
to develop in a relevant market.
From the management perspective the author offers to consider the resource potential in the short, medium
and long-term periods. The idea of market potential of the organization is based on four types of resources:
material resources, intangible assets, organizational capabilities and core competence.
The author evaluates the organization’s competitive edge from the perspective of compliance of product
offering with the consumer needs, the value of resources, which are owned by the organization, and combination
of resources in their interaction. The competitive position of a trade organization is a key factor of success.
An important element of the resource potential, in the author’s opinion, is innovative potential. The state
of resources forms a strategic platform of the organization that creates preconditions for growth. The strategic
platform is developed on the basis of: diagnostics of market factors; estimation of resource potential and resource
efficiency (comparison of the resource potential of the organization with the main trends and requirements
of the market); analysis of the competitiveness of the organization.
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