STRATEGIC MANAGEMENT TOOLS TO ENSURING THE COMPETITIVENESS OF STARTUPS
Abstract
The scientific article presents a comprehensive study of the strategic management of startups as a systemic process that ensures the alignment of the interests of a newly created enterprise with market development trends and consumer expectations, as well as achieving a balance between the internal potential of the project and the challenges of the external environment by creating favorable conditions for the rational use of resources, reducing risks, and forming sustainable competitive advantages. Strategic management is viewed not only as a planning tool but also as a philosophy of long-term growth, innovation, and adaptability to change. Special attention is paid to defining the essence of strategic management, its key components and stages, including: assessment of the internal and external environment and formulation, implementation and control of strategy effectiveness. The authors also highlight methodological approaches to the use of such tools as: PESTEL analysis, SWOT analysis, Porter's Five Forces, VRIO analysis, value chain, competency analysis, BCG and Ansoff matrices, blue ocean strategy, Balanced Scorecard, Objectives and Key Result (OKR), Key Performance Indicators (KPI), Gap analysis, trend monitoring, and Benchmarking, which allow startups to combine creativity with rational planning, identify opportunities and risks in a timely manner, optimize resource use, and provide sustainable competitive advantages. In addition, the paper analyzes the practical experience of using strategic management tools by well-known companies that began their activities as startups, for example: Airbnb, Stitch Fix, Cirque du Soleil, Intercom, Zara, Swipely, Allbirds, Amazon and Starbucks, which, using real examples, demonstrated the effectiveness and versatility of using the relevant tools in various areas of entrepreneurial activity. Based on the research conducted, the authors identify promising areas for the development of strategic management of startups, particularly through the integrated use of strategic management tools at different stages of the development of innovative projects.
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