CONCEPTUAL FRAMEWORK FOR MANAGING THE FORMATION OF AN EFFECTIVE BUSINESS MODEL OF AN AIRLINE COMPANY
##plugins.themes.bootstrap3.article.main##
##plugins.themes.bootstrap3.article.sidebar##
Abstract
The aim of the article is to develop and test the theoretical and methodological approach concerning the management of the formation of an effective airline business model based on its integral competitiveness indicator, which is a determining factor of survival in difficult and dynamic conditions, as well as the guiding vector of the enterprise development in the future. The method for assessing the competitiveness of the airline business model is based on a dualistic system of integrated indicators. The first integrated indicator provides a static assessment of the competitiveness of the airline business model compared to selected competitors, a reference company or average data for a particular market (local, regional, national). In order to assess the static component of the competitiveness of the business model of the airline company, as a method of constructing an integral indicator, the method of taxonomy was chosen, which best meets the condition of maximum objectivity in the calculations. The second integral indicator is responsible for the dynamic component of the assessment and shows the degree of synchronization of the company with the relevant market. Accordingly, will assess a set of financial, managerial and marketing indicators that characterize the results of both basic and management business processes of companies, taking into account the overall quality of business management processes. The information base of the study consists of data from financial statements of aviation enterprises of Ukraine. The sample size is 15 units. Methodology. The first stage of the analysis included the calculation of the share indicators of the competitiveness of the business model of the airlines according to the following criteria: "efficiency of production activities", "financial condition", "efficiency of marketing activities", and "quality of business processes". Further, the study calculated conditional (relative) indicators of competitiveness of the studied airlines by comparing the absolute measure of the enterprise with the best value of these indicators of all competitors in the market. On the basis of which the "matrix of competitive development" was built. Results of the study. According to the results of the construction of the "matrix of competitive development" the following four types of management business model development of the airline enterprises were formed: adaptive management, strategic management, anticipative management (there are no enterprises in this zone), anti-crisis management. Practical conclusions. The conducted research allowed to establish that the overall level of competitiveness of the business models of the studied airline companies is quite low, since there is not a single company in the most attractive zone of high competitiveness. Also, 6 of the 15 examined airlines are at a crisis stage of development, which actualizes the need to develop a set of anti-crisis measures to further stabilize the competitive position.
How to Cite
##plugins.themes.bootstrap3.article.details##
conceptual framework, methodology of business model evaluation, airline companies, theoretical and methodological approach to business model management, airline competitiveness, efficient business model, integral indicator of the competitiveness of the business model of the airline company, , types of business model management
Ghorbalj N.I., Sukhorsjka U.R. (2012) Ocinjuvannja rivnja konkurentnykh perevagh ta konkurentospromozhnosti pidpryjemstva. [Assessing the level of competitive advantage and competitiveness of the enterprise] Visnyk Nacionaljnogho universytetu «Ljvivsjka politekhnika». Menedzhment ta pidpryjemnyctvo v Ukrajini: etapy stanovlennja i problemy rozvytku. no. 748. pp. 126−132.
Zotova Je.V. (2012) Metodychni pidkhody do ocinky konkurentospromozhnosti pidpryjemstv. [Methodical approaches to assessing the competitiveness of enterprises]. Ekonomika i upravlinnja. no 2. pp. 119−126.
Kabaljsjka B.V. (2013) Metodologhichni aspekty kompleksnoji ocinky konkurentospromozhnosti pidpryjemstva. [Methodological aspects of a comprehensive assessment of the competitiveness of the enterprise] Nauka j ekonomika. no. 2. pp. 129−134.
Kokura K.V. (2013) Rozrobka ekonomiko-matematychnoji modeli ocinjuvannja konkurentospromozhnosti pidpryjemstva na zovnishnjomu rynku. [Development of economic and mathematical model for assessing the competitiveness of the enterprise in foreign markets] Ekonomichnyj prostir. no 73. pp. 185−193.
Kotvicjkyj V.M. (2009) Ocinka rivnja konkurentospromozhnosti pidpryjemstva: teoretychnyj ta praktychnyj aspekty.[ Assessment of the level of competitiveness of the enterprise: theoretical and practical aspects]. Tekhnologhija i tekhnika drukarstva. no. 1-2. pp. 96−103.
Miroshnyk M.V., Kobjeljev V.M. (2014) Rozrobka modeli ocinky rivnja konkurentospromozhnosti pidpryjemstva. [Development of a model for assessing the level of competitiveness of the enterprise]. Visnyk Nacionaljnogho tekhnichnogho universytetu «KhPI». Serija: Tekhnichnyj proghres ta efektyvnistj vyrobnyctva. no 32. pp. 182−187.
Nykoljuk O.M. (2011) Metodologhichni aspekty ocinjuvannja konkurentospromozhnosti pidpryjemstv. [Methodological aspects of assessing the competitiveness of enterprises]. Visnyk Zhytomyrsjkogho nacionaljnogho aghroekologhichnogho universytetu. no 2(2). pp. 61−72.
Serghijenko O.A., Tatar M.S. (2012) Prostorovo-dynamichna ocinka ta analiz indykatoriv konkurentospromozhnosti pidpryjemstv. [Spatial-dynamic assessment and analysis of indicators of enterprise competitiveness] Biznes Inform.. no 4. pp. 41−46.
Skoroboghatova N.Je., Gherghelj M.Ju. (2014) Modelj ocinky konkurentospromozhnosti promyslovogho pidpryjemstva. [Model for assessing the competitiveness of an industrial enterprise]. Ekonomichnyj forum. no 1. pp. 153−161.
Tranchenko O.M. (2013) Konkurentospromozhnistj sub'jektiv pidpryjemnycjkoji dijaljnosti: sutnistj, metody ta kryteriji ocinky. (2013) [Competitiveness of business entities: essence, methods and evaluation criteria]. Oblik i finansy. no 3. pp. 143−148.
Shevchenko I.Ju. (2018) Istorychna evoljucija ta suchasna interpretacija definiciji sutnosti kateghoriji «konkurentospromozhnistj pidpryjemstva avtomobilebuduvannja». [Historical evolution and modern interpretation of the definition of the essence of the category "competitiveness of the automotive industry"] Biznes Inform. no 1. pp. 20−27.
Shevchenko I.Ju. (2018) Konkurentnyj potencial pidpryjemstv avtomobilebuduvannja: sutnisna ta strukturna kharakterystyka. [Competitive potential of automobile enterprises: essential and structural characteristics]. Ekonomika. Finansy. Pravo: shhomisjachnyj informacijno-analitychnyj zhurnal. no 8. pp. 34−37
Shevchenko I.Ju. (2018) Metodychni zasady ocinjuvannja konkurentospromozhnosti avtomobilebudivnykh pidpryjemstv u konteksti formuvannja derzhavnoji strateghiji rozvytku avtomobilebuduvannja. [Methodical bases of estimation of competitiveness of automobile enterprises in the context of formation of the state strategy of development of automobile industry]. Visnyk Kyjivsjkogho nacionaljnogho universytetu tekhnologhij ta dyzajnu. no 4 (125). pp. 49−61.
Shevchenko O.O. (2013) Suchasni pidkhody do ocinky konkurentospromozhnosti pidpryjemstva. [Modern approaches to assessing the competitiveness of the enterprise]. Visnyk Kyjivsjkogho nacionaljnogho universytetu tekhnologhij ta dyzajnu. no 4. pp. 136−139.
Shynkar S.M. (2011) Ocinka konkurentospromozhnosti pidpryjemstva z vykorystannjam ghrafichnogho metodu. [Assessment of the competitiveness of the enterprise using the graphical method]. Ekonomichna strateghija i perspektyvy rozvytku sfery torghivli ta poslugh. no. 2. pp. 274−278.
Jackovyj D.V. (2013) Suchasni metodyky ocinky konkurentospromozhnosti pidpryjemstva. [Modern methods of assessing the competitiveness of the enterprise. Bulletin of socio-economic research]. Visnyk socialjno-ekonomichnykh doslidzhenj. 2013. no. 4. pp. 183−188.