StatusThe thesis was presented on the 12 October, 2018
Approved by NCAA on the 25 January, 2019
Abstract– 1.30 Mb / in romanian
ThesisCZU [339.137.2+339.138]: 005 (043)
4.62 Mb /
Marketing as a strategic business factor in conditions of competition’s intensification. PhD thesis in economics, Chisinau, 2017 Structure of the thesis: introduction, three chapters, conclusions and recommendations, bibliography with 169 titles, 11 annexes, 150 pages of main text, 58 figures, 27 tables, 4 formulas. The results were published within 8 scientific papers. Field of study: marketing, strategic marketing.
The aim and objectives of the research are to establish a theoretical framework, development of methodological and practical recommendations designed to improve competitiveness of enterprises through competitive marketing strategies, based on a scientific analysis of the actual situation in the competitive local environment and complex effects that result from the impact of economic, social and political reforms, from the recent years, as well as the political situation in the country and geopolitical circumstances.
The scientific novelty and originality of the results are summarized as follows: identification of theoretical and methodological aspects of competition, competitive capacity and competitive marketing strategies; reasoning the importance of competition, the competitive capacity and competitive marketing strategies for the Republic of Moldova; identification and systematization of indicators underlying the assessment of the competitiveness of enterprises that would allow the implementation of competitive marketing strategies within the domestic enterprises; identification and estimation of deficiencies of competitive marketing strategies based on a comprehensive study conducted in domestic enterprises; analysis of development directions of the competitive local environment and the competitive marketing strategies from the enterprises from the Republic of Moldova; carrying out a case study on the identification of strategies of accessing the local market by the mobile phone companies; development of recommendations for developing the competitiveness at national and enterprise level by implementing competitive marketing strategies.
The important solved scientific problem lies in the scientific and methodological substantiation of competition, competitiveness and competitive marketing strategies for the enterprises from the Republic of Moldova, which confirmed the need for imminent improve of the level of competitiveness of domestic enterprises, in order to implement competitive marketing strategies, considering the local competitive environment, the consequences of macroeconomic situation in the recent years, as well as political and geopolitical circumstances faced by our state.
The theoretical significance of the paper is determined by the fact that the thesis makes an emphasis on the importance of development and use of theoretical and methodological concepts related to competitive marketing strategies in order to improve the competitive level within enterprises from the RM.
The practical value of the work lies in the realization of diagnosis of the domestic competitive environment and in determining the weaknesses of the competitive environment and competitive marketing strategies of the domestic enterprises. At the same time, practical value is determined by the possibility of using the results and proposed solutions at enterprises included in the study, as well as in the whole sector.
Implementation of scientific results. The thesis results can be implemented at the decision makers’ policy level, enterprises from the private sector and training, research and development institutions from the country. They were included in the study programs of the University of the Academy of Sciences of Moldova. The author contributed in the development of a marketing curriculum for students of the master cycle. The proposed techniques and strategies can serve both as theoretical support, as well as practical one for the enterprises managers in the elaboration of marketing studies, in implementation of competitive marketing strategies within national enterprises in order to enhance their competitiveness.