Affiliation:
1. Taras Shevchenko National University of Kyiv
Abstract
The changes that have taken place in the world over the past two years have led to irreversible changes in the process of managing the competitiveness of the enterprise. The COVID-19 pandemic has caused a global economic downturn and the bankruptcy of many businesses. At the same time, the corona crisis affected not only small companies, but also large international brands. All this has necessitated a rethinking of the categories of «competitiveness» and «competitive advantage». This article analyzes the change in understanding of the essence of the category of "competitive advantage" under the influence of the global corona crisis and presents modern views on its interpretation by representatives of the business community. The survey involves 6 participants who are owners or directors of business. They needed to formulate their own definition of "competitive advantage", given the experience with the COVID-19 pandemic. Based on the survey, the need to find new, more effective strategies of competitive advantage that will meet today's requirements has been identified. Antifragility and its main characteristics have been studied as an actual competitive strategy that can meet the requirements. The interpretation of anti-fragility by Nasim Taleb, who is the author of this category, is considered. Based on the materials of Nasim Taleb, a form for assessing the antifragility of the enterprise is proposed. It provides an analysis of the enterprise on a set of parameters, which are marked with points from 0 to 10. Such an analysis will help companies determine the level of antifragility of the entity at the time of the study and promising areas for further enhancement of antifragility. As a result, practical recommendations for the implementation of antifragility strategy in the enterprise are given. Implementation of the antifragility strategy is a complex process that should cover all levels of the enterprise and all its structural units. These recommendations will help speed up and facilitate the implementation of the strategy. This article outlines only the basic points of the antifragility strategy, which in fact requires more in-depth theoretical and practical research, and forms the basis for further works.
Publisher
Classic Private University
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