THE BENEFIT OF THE SELLING PROPOSITION UNIQUENESS IN MODERN BUSINESS PROCESS DIVERSIFICATION REALIA FROM THE EUROPEAN INTEGRATION DEVELOPMENT PERSPECTIVE

Abstract

This article attempts to explore business process diversification in the context of Ukraine’s economic growth from the European integration perspective. The study focuses on one of the five elements that are essential for the aggressive entry of domestic consumer industry enterprises into European markets. A comparative analysis of the competitiveness of the TOP-50 world economies was carried out against the TOP-50 countries with the highest GDP per capita. The study provides insights on the structure of the European countries in these ratings which offers implications on practical significance of boosting the competitiveness of business entities in Ukraine as well as the importance of the relevance of investigating the issues of business process diversification in the context of European integration development. The study also discusses a competitiveness concept definition, both in the theoretical domain and within the applied aspect of the methodology for assessing competitiveness by the IMD. Based on the analysis, a new interpretation of competitiveness, more precise, from the applied perspective, has been offered as an integrating concept of business process diversification. Developing the methodological framework laid down in in the first article of the series of publications on the above issue, this study explores only the essence of product uniqueness, however also describing the relationships of product uniqueness and all the four business processes under consideration: quality management, promotion, sales and personnel training. Apart from that, a new interpretation of product uniqueness as a unique selling proposition (USP) is proposed, thus revealing the structure of a uniqueness concept which has not yet been an object of a scientific discourse. In addition, the meaningful content of the uniqueness notion, under both marketing and financial perspectives, as well as from the standpoint of the strategic role of uniqueness for enhancing the nation's industrial, research and intellectual potential has been revealed. Thus, this study offers the foundations for a new, in our opinion, more progressive understanding of the competitiveness and quality management framework through identifying the structure of its constituent elements embedded in the above concept.