Affiliation:
1. Lviv Polytechnic National University , Bandery 12, Lviv , Ukraine
2. WSB University , Faculty of Applied Sciences , Cieplaka 1c, 41-300 Dąbrowa Górnicza , Poland
Abstract
Abstract
Background and Purpose: The existing frameworks provide a superficial approach to the evaluation of product competitiveness which reveals the linkage between the level of product competitiveness and quantitative as well as qualitative factors that have the most significant impact thereon. Given this fact, the purpose of this paper is to elaborate a model for evaluating the competitiveness of sunflower packaged oil, considering both quantitative and qualitative factors that may alter it. Further, this model is being implemented to examine the most demanded Ukrainian sunflower oil brands in order to reveal possibilities for enhancing competitiveness.
Design/Methodology/Approach: The general methodology of the research includes elements of theoretical, empirical, qualitative and quantitative analyses. The theoretical analysis aims to shed light upon a different understanding of “the evaluation of competitiveness”, as well as approaches and tools for analysing it. Empirical analysis focuses on observing official statistical data of the export of sunflower oil and future trends. Qualitative analysis consists in the identification, systematization and description of factors that affect the competitiveness of sunflower oil packaged. In turn, quantitative analysis is based on usage of the Fuzzy logic tool in order to evaluate the impact of complex and partial factors on the level of product competitiveness.
Results: This paper provides a business case for product competitiveness evaluation of a particular sunflower oil brand. Based on usage of the Fuzzy logic toolkit, the impact of complex and partial factors on competitiveness level was analysed. As a result, simulation of the competitiveness sensitivity of a particular oil brand on relevant complex factors that determine it competitiveness level was presented. This business case may help managers to channel their efforts and resources in the proper particular direction to increase product competitiveness and product positioning on the market.
Conclusion: The results of this research would be useful to practitioners in their assessment of product competitiveness, modelling future levels, and understanding hidden possibilities for enhancing product competitiveness. The framework offered might be adopted for other types of products.
Subject
Marketing,Organizational Behavior and Human Resource Management,Strategy and Management,Tourism, Leisure and Hospitality Management,Business and International Management,Management Information Systems
Reference46 articles.
1. Baker Tilly Ukraine LLP. (2017, August). Vyrobnytstvo vysokooleinovykh kultur v Ukraini: perspektyvy ta rozvytok [Production of high-oleic cultures in Ukraine: prospects and development]. Retrieved March 2, 2019, from https://bakertilly.ua/news/id41132
2. Bhana, N. (2018). Corporate social responsibility initiatives and its impact on firm share price performance: Evidence from South Africa, Journal of Contemporary Management, 15(1), 100-126.
3. Chang, Y.-H. & Yeh, Ch.-H. (2001). Evaluating airline competitiveness using multiattribute decision making, 29(5), 405-415, http://doi.org/10.1016/S0305-0483(01)00032-910.1016/S0305-0483(01)00032-9
4. Chepurnoj, I.P. (2005). Konkurentosposobnost` prodovol`stvenny`kh tovarov [Competitiveness of Food Products]. Moskva: Dashkov i K.
5. Cygler, J., Sroka, W., Solesvik, M. & Dębkowska, K. (2018). Benefits and drawbacks of coopetition: the roles of scope and durability in coopetitive relationships, Sustainability, 10, 2688, http://doi.org/10.3390/su1008268810.3390/su10082688
Cited by
22 articles.
订阅此论文施引文献
订阅此论文施引文献，注册后可以免费订阅5篇论文的施引文献，订阅后可以查看论文全部施引文献