ON CONCEPTUAL MODEL OF FORMING OF STRATEGY OF MARKET EXPANSION OF ORGANIZATION ON PROJECT MANAGEMENT BASIS
V.E. Zaykovsky1, L.E. Nikiforova2
1National Research Tomsk Polytechnic University, Sq. Lenin 30, Tomsk, Tomsk region, Russia
2Novosibirsk State University of Economics and Management, Kamensky st., 56, Novosibirsk, Novosibirsk Region, 630099, Russia
Keywords: strategy, territorial expansion, strategic zone of economy management
Abstract
The article outlines the conceptual model used for development and implementation of territorial expansion strategy based on project management methodology. It also describes fundamental differences in the system of project management for developed and promising territories of the organization. The authors suggest a methodological approach to the assessment of attractiveness related to the territorial market developed by the organization. The approach is based on integral assessment of opportunities: market growth, product (services) profitability and return on assets, investment attractiveness of the territory, social and image factors, potential level of instability of the external environment on the developed territory.
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