Identification of universal factors of formation of competitiveness of products

Zaitseva Irina Aleksandrovna, Musatov Boris Vladimirovich

Competitiveness is a broad and unambiguously vague term in the scientific marketing literature. A comprehensive analysis of various theoretical and research papers on this topic has allowed us to form a hypothesis regarding the presence of universal factors in the formation of competitiveness of products, regardless of its market niche. Based on the historical analysis of the evolution of the resource approach to analyze the success of companies and their products in various markets, a logical scheme for the formation of the competitiveness of the company's products has been developed. The article also provides a brief practical guide to the application of the scheme developed by the author.

Keywords:competitiveness, competition, product differentiation, resource approach, competitive forces, marketing analysis.