THE ROLE OF BENCHMARKING IN THE DEVELOPMENT OF UKRAINIAN ENTERPRISES UNDER CONDITIONS OF INSTABILITY AND INCREASING ECONOMIC THREATS

Abstract

The article substantiates the relevance of benchmarking as a strategic management tool that promotes a systematic and structured approach to strengthening enterprises' competitive positions in Ukrainian commodity and service markets under conditions of uncertainty and growing economic threats. The main scientific concepts interpreting the notion of "benchmarking" as a method, tool, process, or activity have been analyzed, with their common features and specific content peculiarities identified. It is proven that under complex economic conditions, benchmarking should be viewed through the combination of static and dynamic approaches, which will contribute to a more profound understanding of its essence and the peculiarities of its practical application in marketing research. This will contribute to a more thorough understanding of the essence of benchmarking and the features of its practical use in marketing research. Thus, within the framework of the static approach, the concept of "benchmarking" is interpreted as a management method. This approach provides an increase in the efficiency of the enterprise through a well-founded comparison and adaptation of successful practices. At the same time, it is advisable to study the mechanism of its use in a changing market environment from the standpoint of a dynamic approach. The author's view on the meaning of the concept of "benchmarking" as a unique tool of strategic management is presented. It is based on a continuous, systematic search for the best practices of competitors and enterprises from related industries. As well as a constant comparison of desired changes and results of activities in order to create a reference model of one's own business organization. According to the proposed definition, the main characteristics of benchmarking are: an organized and systematic search for a rational solution to management problems; identification of new opportunities for the development of the enterprise and increasing its competitiveness; a high level of professionalism of marketing department employees in fulfilling the tasks set; purposeful selection and adaptation of practices capable of ensuring the achievement of results higher than average indicators. The functions of benchmarking (metrological, target, educational, adaptive) and a brief description of them are described.