ESTIMATING COMPETITIVENESS OF ADVERTISING COMPANY THROUGH INTEGRAL INDEXES
The article studies a well-known integral methodology of estimating company competitiveness. It shows the possibility to use it in practice, in particular for advertising agencies. In order to estimate competitiveness such methods as formalization, comparison, modeling and sociometry were used. The...
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| Format: | Article |
| Language: | Russian |
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Plekhanov Russian University of Economics
2019-06-01
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| Series: | Вестник Российского экономического университета имени Г. В. Плеханова |
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| Online Access: | https://vest.rea.ru/jour/article/view/719 |
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| _version_ | 1849404878519009280 |
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| author | Аleksej V. Katernyuk Elizaveta V. Mezhevaya |
| author_facet | Аleksej V. Katernyuk Elizaveta V. Mezhevaya |
| author_sort | Аleksej V. Katernyuk |
| collection | DOAJ |
| description | The article studies a well-known integral methodology of estimating company competitiveness. It shows the possibility to use it in practice, in particular for advertising agencies. In order to estimate competitiveness such methods as formalization, comparison, modeling and sociometry were used. The author came to the conclusion about possible application of this methodology for advertising service assessment. Models used earlier for estimation of competitiveness were oriented to the product as a physical object with a number of characteristic s (from compliance with standards to subjective appraisal by customers). Assessment of service competitiveness includes both the attitude to the product (in case service rendering is connected with a physical product) and the attitude to the company that provides the service, which can be positive, if the process of sale/purchase was pleasant or adverse, if not. The author put forward an extended appraisal of features of the whole process of client servicing. In view of its practical application this algorithm can be used both by advertising agencies (market participants) and state bodies controlling competition of the market (such as the Federal Antitrust Service). |
| format | Article |
| id | doaj-art-d498571dae11404786ee29d7ace14d0c |
| institution | Kabale University |
| issn | 2413-2829 2587-9251 |
| language | Russian |
| publishDate | 2019-06-01 |
| publisher | Plekhanov Russian University of Economics |
| record_format | Article |
| series | Вестник Российского экономического университета имени Г. В. Плеханова |
| spelling | doaj-art-d498571dae11404786ee29d7ace14d0c2025-08-20T03:36:48ZrusPlekhanov Russian University of EconomicsВестник Российского экономического университета имени Г. В. Плеханова2413-28292587-92512019-06-010317618410.21686/2413-2829-2019-3-176-184614ESTIMATING COMPETITIVENESS OF ADVERTISING COMPANY THROUGH INTEGRAL INDEXESАleksej V. Katernyuk0Elizaveta V. Mezhevaya1Far East Federal UniversityOffice of the Federal Antimonopoly Service in Primorsky KraiThe article studies a well-known integral methodology of estimating company competitiveness. It shows the possibility to use it in practice, in particular for advertising agencies. In order to estimate competitiveness such methods as formalization, comparison, modeling and sociometry were used. The author came to the conclusion about possible application of this methodology for advertising service assessment. Models used earlier for estimation of competitiveness were oriented to the product as a physical object with a number of characteristic s (from compliance with standards to subjective appraisal by customers). Assessment of service competitiveness includes both the attitude to the product (in case service rendering is connected with a physical product) and the attitude to the company that provides the service, which can be positive, if the process of sale/purchase was pleasant or adverse, if not. The author put forward an extended appraisal of features of the whole process of client servicing. In view of its practical application this algorithm can be used both by advertising agencies (market participants) and state bodies controlling competition of the market (such as the Federal Antitrust Service).https://vest.rea.ru/jour/article/view/719competitionadvertising marketexpert estimationcompetition factorscustomers’ surveyappraisal algorithmmodeling |
| spellingShingle | Аleksej V. Katernyuk Elizaveta V. Mezhevaya ESTIMATING COMPETITIVENESS OF ADVERTISING COMPANY THROUGH INTEGRAL INDEXES Вестник Российского экономического университета имени Г. В. Плеханова competition advertising market expert estimation competition factors customers’ survey appraisal algorithm modeling |
| title | ESTIMATING COMPETITIVENESS OF ADVERTISING COMPANY THROUGH INTEGRAL INDEXES |
| title_full | ESTIMATING COMPETITIVENESS OF ADVERTISING COMPANY THROUGH INTEGRAL INDEXES |
| title_fullStr | ESTIMATING COMPETITIVENESS OF ADVERTISING COMPANY THROUGH INTEGRAL INDEXES |
| title_full_unstemmed | ESTIMATING COMPETITIVENESS OF ADVERTISING COMPANY THROUGH INTEGRAL INDEXES |
| title_short | ESTIMATING COMPETITIVENESS OF ADVERTISING COMPANY THROUGH INTEGRAL INDEXES |
| title_sort | estimating competitiveness of advertising company through integral indexes |
| topic | competition advertising market expert estimation competition factors customers’ survey appraisal algorithm modeling |
| url | https://vest.rea.ru/jour/article/view/719 |
| work_keys_str_mv | AT aleksejvkaternyuk estimatingcompetitivenessofadvertisingcompanythroughintegralindexes AT elizavetavmezhevaya estimatingcompetitivenessofadvertisingcompanythroughintegralindexes |