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2Научная статья Original article УДК 334
FEATURES OF INTERNATIONAL BUSINESS ACTIVITIES IN THE
SERVICE SECTOR
ОСОБЕННОСТИ МЕЖДУНАРОДНОЙ ПРЕДПРИНИМАТЕЛЬСКОЙ ДЕЯТЕЛЬНОСТИ В СФЕРЕ УСЛУГ
Matveeva Alla Ivanovna, PhD, Associate Professor, Professor of the Department of Creative Management and Humanities, Ural State University of Economics Konkov Ivan Alexandrovich, graduate student, Ural State University of Economics, Yekaterinburg
Матвеева Алла Ивановна, д.ф.н., доцент, профессор кафедры креативного менеджмента и гуманитарных наук Уральского государственного экономического университета
Коньков Иван Александрович, магистрант Уральского государственного экономического университета, Екатеринбург
Abstract: The article examines the features of international entrepreneurial activity in the service sector, which occupies a significant place in the modern economy. The key factors influencing the success of enterprises in this field, such as quality of service, innovation, adaptation to consumer requirements and the use of digital technologies, are discussed. In conclusion, recommendations are offered for entrepreneurs and managers seeking to improve the efficiency of their activities and improve the quality of services provided.
Аннотация: В статье рассматриваются особенности международной предпринимательской деятельности в сфере услуг, которая занимает значительное место в современной экономике. Рассматриваются ключевые
факторы, влияющие на успех предприятий в этой сфере, такие как качество обслуживания, инновации, адаптация к требованиям потребителей и использование цифровых технологий. В заключение предлагаются рекомендации для предпринимателей и руководителей, стремящихся повысить эффективность своей деятельности и улучшить качество предоставляемых услуг.
Keywords: service sector, features of international entrepreneurial activity in the service sector, key success factors.
Ключевые слова: сфера услуг, особенности международной предпринимательской деятельности в сфере услуг, ключевые факторы успеха.
Services are intangible goods that are provided to meet the needs of customers. They have no physical expression and cannot be stored or transmitted. The services can be both personal and commercial, and cover a wide range of industries.[1]
The service, as a benefit, is considered within the framework of the marketing concept, the essence of which is that consumers, when purchasing a product, buy it not for its own sake, but for the benefits that it brings. This benefit or value of the product is a service produced by the product. For example, the housing stock produces a continuous flow of services, and consumer demand for housing may depend on a number of its characteristics, depending on which the value of housing also changes. Such characteristics include: the number of rooms, bathrooms, garages, as well as the proximity of housing to the place of work, transport, provision of the housing area with social infrastructure.[1]
The service plays a key role in modern society and the economy, meeting a variety of people's needs — from basic to complex. It creates added value for both customers and businesses, contributing to increased loyalty and reputation of companies. The service sector is a significant part of the economy, generating jobs and influencing the gross domestic product of countries. In addition, services promote innovation and new technologies by improving accessibility and quality of service. Active interaction between customers and service providers affects the level of
satisfaction, and a personalized approach meets consumer expectations. Services can also have a positive impact on society through social programs and environmental initiatives, which helps to improve the company's image.[2]
Business activity in the service sector is one of the most dynamically developing sectors of the economy. In recent decades, there has been a rapid growth of various types of business providing services, such as tourism, education, healthcare, entertainment, information technology, consulting, fitness and others. This growth is driven by changing consumer preferences, the development of digital technologies and changing social and economic conditions.
The specifics of entrepreneurial activity in the service sector are extremely diverse and require in-depth analysis. Unlike manufacturing enterprises that focus on the physical production of goods, service enterprises are focused on meeting customer needs by providing specific services or solving specific problems. This means that entrepreneurship in the service sector faces unique challenges such as customer experience management, service quality management, financial planning, and so on.
It should also be noted that competition in the service sector has its own characteristics: the same services may be offered by different suppliers, so the main competitive advantages may be related to innovation, quality of service, unique products, etc.
The service sector covers a wide range of industries — from the hotel and restaurant business to consulting and IT services. Despite the diversity of these areas, there are a number of universal principles that can significantly affect the success of a company. [5]
Customers are becoming more demanding and informed, which creates new challenges for entrepreneurs. They expect not only high-quality service, but also a unique customer experience that can set the company apart from competitors. In the context of constant changes in the market and the development of new technologies, it is important not only to offer high-quality services, but also to be able to adapt to the changing needs of customers.
One of the key success factors is the quality of service. In this area, the human factor plays a crucial role: the professionalism and competence of the staff, as well as their ability to interact with customers, can significantly affect the perception of the company. An individual approach to each client becomes an important element of building loyalty and trust.[3]
In addition, the introduction of innovative technologies and the digitalization of business processes open up new horizons for improving work efficiency. The use of CRM systems, online booking platforms and other digital solutions allows not only to optimize internal processes, but also to improve customer interaction.
Marketing and branding also play a key role in business success. An effective advertising strategy and the ability to form a strong brand help attract the target audience and create a positive image of the company. In an information glut, it is important to stand out from the competition by offering unique offers and values.[4]
Flexibility and the ability to adapt to changes is another important aspect. The service market is subject to constant fluctuations, and companies that are able to respond quickly to new trends and customer needs have a better chance of success.
The financial stability of a business is also an integral part of its success. Effective cost management and investments in development make it possible not only to maintain current activities, but also to plan further growth.
Identification of CFCs is one of the main priorities of strategy development. They can serve as the cornerstones of building a strategy, but they can vary from industry to industry. Usually, three or four such factors are characteristic of the industry, and one or two of them are the most important, and the task of the analysis is to identify them. A good strategy involves using all the key success factors in the industry and achieving obvious superiority in at least one of them.[3]
CFCs are different in different industries and change over time. Managers should give up the temptation to consider all factors, including secondary ones, as key: too large a list of CFCs does not fulfill its main function — to indicate to management the main factors determining success in competition in the long term. One of the founders of competitive analysis is considered to be Professor M. Porter of the Harvard Business
School, whose models of competitive forces are most often used in modern practice among the tools of business strategy. These models have proven their effectiveness in practice more than once. Their strong point is clearly expressed in the aspect of "from the outside in".[3]
In the course of this work, the key aspects contributing to improving the efficiency of entrepreneurial activity and improving the quality of services provided were considered. The main focus was on the need to focus on the customer, which allows for a better understanding of their needs and expectations. Staff training and development also play an important role, as qualified employees are able to make a significant contribution to the success of the company.
Literature
1. Burmenko T.D., Danilenko N.N., Turenko T.A. The service sector in modern society: Economics, management, marketing. Course of lectures, 2004 [Electronic resource] — Access mode — URL: http://uchebnik-online . com/122/602.html
2. Donets L.I. Organization of entrepreneurial activity based on the implementation of the knowledge system: theory and practice: monograph. Donetsk: Tugan-Baranovsky DonNUET, 2019. 244 p.
3. Zainasheva Z.G., Sabirova Z.E. Features and forms of social entrepreneurship implementation / Z.G. Zainasheva, Z.E. Sabirova // Bulletin of the USPTU. Science, education, economics. Economics Series, 2017. - № 4 (22), - Pp. 138143.
4. Sinyaeva I. M. Marketing of services : textbook / I. M. Sinyaeva, V. V. Sinyaev, O. N. Romanenkova ; edited by L.P. Dashkov; Financial University under the Government of the Russian Federation. - 3rd ed., ster. Moscow : Dashkov and Co., 2019. 252 p.
5. Analysis of the role and place of small and medium-sized enterprises in Russia. Statistical reference. M.: Small Business Resource Center. [Electronic resource], Access mode: http: //www.rcsme.ru/
Литература
1. Бурменко Т.Д., Даниленко Н.Н., Туренко Т.А. Сфера услуг в современном обществе: Экономика, менеджмент, маркетинг. Курс лекций, 2004 [Электронный ресурс] — Режим доступа — URL: http://uchebnik-online . com/122/602.html
2. Донец Л.И. Организация предпринимательской деятельности на основе внедрения системы знаний: теория и практика: монография. Донецк: Туган-Барановский ДонНУЭТ, 2019. 244 с.
3. Зайнашева З.Г., Сабирова З.Е. Особенности и формы реализации социального предпринимательства / З.Г. Зайнашева, З.Е. Сабирова // Вестник УГНТУ. Наука, образование, экономика. Серия Экономика, 2017. -№ 4 (22), - С. 138-143.
4. Синяева И. М. Маркетинг услуг : учебник / И. М. Синяева, В. В. Синяев, О. Н. Романенкова ; под ред. Л. П. Дашкова; Финансовый университет при Правительстве Российской Федерации. - 3-е изд., сб. М. : Дашков и К, 2019. 252 с.
5. Анализ роли и места малого и среднего предпринимательства в России. Статистический справочник. М.: Ресурсный центр малого бизнеса. [Электронный ресурс], Режим доступа: http://www.rcsme.ru/
© Матвеева А.И., Коньков И.А., 2024 Научный сетевой журнал «Столыпинский вестник» №910/2024.
Для цитирования: Матвеева А.И., Коньков И.А. ОСОБЕННОСТИ МЕЖДУНАРОДНОЙ ПРЕДПРИНИМАТЕЛЬСКОЙ ДЕЯТЕЛЬНОСТИ В СФЕРЕ УСЛУГ// Научный сетевой журнал «Столыпинский вестник» №10/2024.
