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BUSINESS INFORM №1-2019

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34

Section: Economics of Trade and Services
UDC 339.13.012.42
Chorna M. V., Buhrimenko R. M., Zonwire Austin
The Features of Formation of New Market Space in the National Consumer Market (p. 241 - 248)

The article is aimed at defining the features of formation of new market space in the national consumer market. Generalizing the scientific positions of the representatives of the classical school of market theory and competition, the factors of influence on the activity of retail enterprises are differentiated by levels and directions of influence, which together with the basic provisions of the concept of «blue ocean» allowed to form a system of evaluation of the influence of factors in the national consumer market. As a result, three hierarchical levels of influence of the factors, which contain corresponding directions and indicators, are allocated. On this basis a consistent evaluation of the status of the current macro-economic situation is carried out. The sequence of choosing the optimal stage of socio-economic development of the economy for creation of the «blue ocean» is suggested. The presented sequence is based on the methodical principles of the theory of cyclic socio-economic development and the variative principle, and also provides the possibility of creation of a fundamentally new market space – the blue ocean and, within terms of the existing consumer market, of the «red ocean». The proposed approach, in the perspective of further research, will provide to clearly evaluate the existing macro-economic situation for retailers, identify opportunities for strategic transformation of activities, and develop appropriate managerial measures.
Keywords: consumer market, competition, strategy of «blue ocean», retail trade.
Fig.: 3. Tabl.: 1. Bibl.: 21.

Chorna Maryna V. – Doctor of Sciences (Economics), Professor, Head of the Department, Department of Economics of Enterprises of Power and Trade named after I. H. Berezhnyi, Kharkiv State University of Food Technology and Trade (333 Klochkіvska Str., Kharkіv, 61051, Ukraine)
Email: [email protected]
Buhrimenko Roman M. – Candidate of Sciences (Economics), Associate Professor, Associate Professor, Department of Economics of Enterprises of Power and Trade named after I. H. Berezhnyi, Kharkiv State University of Food Technology and Trade (333 Klochkіvska Str., Kharkіv, 61051, Ukraine)
Email: [email protected]
Zonwire Austin – Postgraduate Student, Department of Economics of Catering and Trade Enterprises named after I. H. Berezhnyi, Kharkiv State University of Food Technology and Trade (333 Klochkіvska Str., Kharkіv, 61051, Ukraine)
Email: [email protected]

Article is written in Ukrainian
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Reference to this article:
Chorna, Maryna V., Buhrimenko, Roman M., and Zonwire, Austin. (2019) “The Features of Formation of New Market Space in the National Consumer Market.” Business Inform 1:241–248.


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