FORMATION OF COMPETITIVE ADVANTAGES OF ENTERPRISES BASED ON THE SOCIAL CAPITAL DEVELOPMENT ФОРМУВАННЯ КОНКУРЕНТНИХ ПЕРЕВАГ ПІДПРИЄМСТВ НА ОСНОВІ РОЗВИТКУ СОЦІАЛЬНОГО КАПІТАЛУ

Анотація

Abstract. Based on the generalization of theoretical approaches to assessing the impact of social capital of enterprises it is determined that the most comprehensive assessment, including the factors influence, are available due to the decomposition of social capital into three components: structural, relational, cognitive. According to the own sociological survey of owners and managerial staff of enterprises, the most significant links between these components and indicators of enterprise competitiveness were identified. Efforts to form a positive image of the enterprise and mutual trust of internal stakeholders (as part of relational capital); actions to maintain the reputation of consumers and the development of strategic partnerships with suppliers (as components of structural capital); general satisfaction with the psychological climate in team (as a cognitive component) have the most essential influence on the achievement of competitive advantages have. Considering these findings, the need for the implementation of managerial efforts aiming at the development of social capital in the process of competitiveness management is substantiated.

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