конкурентное поведение,
управление конкурентным поведением,
предприятия сферы услуг,
конкурентные преимущества,
сценарный подход,
конкурентные стратегии,
мотивация персонала,
система контроля
Abstract
Problem. Service enterprises operate in an environment of increasing external uncertainty, intensified competitive struggle, and dynamic changes in consumer demand, accompanied by rising requirements for service quality and personalization. These trends amplify the dependence of enterprise performance on the effectiveness of managing their competitive behavior. Under these conditions, the need for developing adaptive management tools that ensure a well-founded choice of competitive behavior scenarios and the formation of long-term competitiveness is growing. Methodology. The research was conducted within the framework of competition theory and strategic management. Methods of analysis and synthesis, logical analysis, systematization, and generalization were applied. The toolkit of scenario modeling was used to justify alternative scenarios for the competitive behavior of service enterprises. Research Results. The content of competitive enterprise behavior has been clarified, and its role as an independent management object has been substantiated. The specifics of implementing basic management functions (planning, organizing, motivating, and controlling) in the practice of managing competitive enterprise behavior have been determined. The expediency of applying a scenario approach to managing the competitive behavior of service enterprises, which involves forming alternative scenarios for their development in a competitive environment, has been justified. Factors influencing the formation of competitive behavior have been identified. A methodology for selecting a competitive behavior scenario based on ICEDRIPS analysis and the calculation of an integral indicator of external environment influence has been proposed, allowing for objective classification of enterprise operating conditions and determination of their strategic development vector. Tools for implementing competitive scenarios in marketing, economic-technological, and organizational-managerial directions have been systematized. The role of competitive personnel motivation and functional HR tactics in ensuring the effective implementation of the chosen scenario has been substantiated. Practical Application. The results can be used in the development of managerial, organizational, and motivational measures aimed at increasing the competitiveness of service enterprises and strengthening their strategic market positions.
