Scientific journal NRU ITMO
Series "Economics and Environmental Management"
Registration certificate ЭЛ № ФС 77 – 55411 от 17.09.2013
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ISSN:2310-1172

March 2018 (published: 28.03.2018)

Number 1(32)

Home > Issue > Competitiveness of an entrepreneurial organization: creation of an innovative value proposition for the market of tourist services

UDC 658.5

Competitiveness of an entrepreneurial organization: creation of an innovative value proposition for the market of tourist services

Kovalenko B.B. , Vagapova I.S.

The article presents the main stages and the most important results of applied development of a value proposition for a tourist organization. A business model was created on the basis of the template and methods of Alexander Osterwalder and Yves Pinje. An important prerequisite for the development were the results of an analysis of the external environment of the activities of the tourist company. The main trends that give a general idea of the state of the market of tourist services are highlighted. Based on the forecast of growth in demand for inbound tourism, primarily from China, measures to create a value proposition are recommended. It is predicted that the implementation of the value proposition, in the conditions of the tourist services industry crisis, will help EWT to enter a new stage of development. The necessity of creative participation of all employees of the company in the process of developing the value proposition and conducting further changes in the business model was noted. An important condition for success is that the team must demonstrate unity and solidarity to enter new business development milestones. In this, it is necessary to take part in all employees and carry out the assigned tasks, experiencing a creative upsurge. In order to ensure the promotion of the new value proposition, the authors focus on the use of several tools: a value card, a customer profile, partnerships, sales channels. The consistent application of these tools will allow you to approach the optimal design of the business model of the company providing tourist services.
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Keywords: business model, value proposition, value map, customer profile, partner interactions, sales channels.

DOI 10.17586/2310-1172-2018-11-1-3-12

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