Assessment of the Service Competitiveness of Internet Advertising Firms

Analysis of financial and economic activity is one of the most known methods of assessing the success (competitiveness) of any company. There are five groups of indicators into which all financial coefficients are distributed: profitability; estimates of balance structure; business activity (turnover); solvency (liquidity); financial stability. All data for their calculation are taken from the financial statements of the company under study. The article proposes to consider the hypothesis of the possibility of creating similar methods ordered by groups of indicators, but with a managerial and marketing focus rather than the financial one. This approach can be useful for assessing the competitiveness of any goods and services and will allow making rational decisions to strengthen their values. The authors address the following problems, the solutions to which will confirm or deny the proposed hypothesis: (1) to consider the groups of indicators used for assessing the financial and economic activities of companies; (2) to offer the authors' vision of the content of each of these groups in relation to the assessment of the competitiveness of goods or services; (3) to propose indicators that would most fully reveal the essence of the content of each group; (4) on the basis of the proposed groups of indicators, to assess the integrated competitiveness of the services of two Internet firms; (5) to draw conclusions about the applicability of this methodology (indicator system) to assess the competitiveness of Internet advertising services firms. In the study, financial analysis, methods of logical analysis, statistical methods of information processing, marketing research were used.

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