SUBSTANTIATION OF SELECTION OF THE DEVELOPMENT STRATEGY AND THE MODEL OF CREATING COMPANY’S VALUE BY TRANSFORMATION OF ITS RESOURCES BASED ON THE “INTELLECTUAL CAPITAL NAVIGATOR” MODEL

The article proposes a methodology for analyzing resource potential based on the “Navigator of Intellectual Capital” model when making strategic decisions by the organization’s management. Possible approaches to choosing a development strategy and substantiating a model for creating an organization’s value based on an assessment of available resources and strategic goals facing it are considered. The advantages and disadvantages of the “Intelligent Capital Navigator” model are analyzed for the analysis of the organization’s resource base. It substantiates the choice of a development strategy and value creation model, by a balanced assessment of available resources and, most importantly, the need for their transformation and suitability, to become the basis for the formation of long-term competitive advantages. The process of transformation of the organization’s resources on the basis of the “Navigator of intellectual capital” model and the significance of resources is described. It analyzes how in conditions of increasing uncertainty, high market volatility and increasing competition, market participants are trying to choose an adaptive model that allows them to quickly respond to market changes and technological innovations. The authors present the results of using the proposed methodology and testing the “Intellectual Capital Navigator” model for analyzing the organization’s resource potential while substantiating the choice of development strategy and business model. On the example of a regional company, possible approaches to choosing a development strategy and justifying a business model for scaling a business and deciding whether to enter the federal market are considered The conclusions and results of testing the study conducted by the authors can be useful and used by the management of organizations to solve a number of typical problems that real-life companies face in the face of growing uncertainty and increasing competition.

organization development strategy, the “Intelligent Capital Navigator” model, intellectual resources, “resource tree”, resource matrix, value creation model, “building chain value”,“ workshop for creating value”,“value network”, the company’s business model, factors for creating value, retail trade.

Kubina N. E., Sobko M. V. Substantiation of selection of the development strategy and the model of creating company’s value by transformation of its resources based on the “Intellectual capital navigator” model. Business. Education. Law, 2020, no. 1, pp. 286–290. DOI: 10.25683/VOLBI.2020.50.179.