Issue: № 12, 2023
Doi: https://doi.org/10.37634/efp.2023.12.11
Introduction. In the process of growing competition and saturation of markets with goods, the role of the sales function of innovatively active enterprises (IAP) is constantly growing, turning into a basic one, on which production, procurement, logistics and other processes carried out by IAP depend. The purpose of the paper is to develop the elements of an improved business process management system in the field of sales of IAP with the help of developed indicators of key success factors (KFU), which will allow making more informed strategic decisions. Results. The paper considers the issue of improving the system of indicators of KFU in the market of innovative products and services, which is important for modern innovatively active enterprises. It is emphasized that the role of the sales function of the IAP is growing and is constantly turning into a basic one, on which production and logistics processes depend. Enterprises are gradually moving from a production concept to a market-oriented marketing concept, which is reflected in the improvement of the sales system and the active use of marketing tools. It has been proven that the growth of competition leads to the need to improve the management system of business processes of an innovatively active enterprise and, first of all, in sales processes, which ensures the reliability of the enterprise's interaction with consumers. The control of the processes taking place in the sales channels should be carried out entirely with the help of KFU, the high level of which allows you to maintain a circle of customers and withstand pressure from competitors. Conclusion. The growth of competition leads to the need to improve the IAP business process management system that ensures the interaction of the enterprise with customers. It is advisable to control the processes occurring in sales channels with the help of KFU, the high level of which will allow you to retain your customers and withstand pressure from competitors. It is necessary not only to identify CFUs, but also to regularly measure them, which will allow making more informed strategic decisions regarding the development of IAP sales.
Keywords : competition, sales, factor, success, indicator, demand, policy, marketing, evaluation, price, quality
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