Evaluation of the competitive environment of consumer cooperation as a factor ensuring sustainable development in rural areas

Issue № 5, 2024, article № 4, pages 33-45

Section: Economic mechanism of managing

Language: Russian

Original language title: ОЦЕНКА КОНКУРЕНТНОЙ СРЕДЫ ПОТРЕБИТЕЛЬСКОЙ КООПЕРАЦИИ КАК ФАКТОР ОБЕСПЕЧЕНИЯ УСТОЙЧИВОГО РАЗВИТИЯ СЕЛЬСКОЙ МЕСТНОСТИ

Keywords: SUSTAINABLE DEVELOPMENT, CONCEPT, CONSUMER COOPERATION, COMPETITIVE ENVIRONMENT, COMPETITIVE ADVANTAGES, SUSTAINABLE DEVELOPMENT FACTORS, SUSTAINABLE DEVELOPMENT MODEL

Abstract: Modern conditions of socio-economic development of rural areas are focused on the implementation of the concept of sustainable development. The service sector, which includes the consumer cooperative system, plays an important role in the transformation of the consumer market. Consumer cooperatives ensure the growth of income of producers and workers in the rural areas where they live through the creation of competitive wholesale food markets. The author identified the factors of economic sustainability formation in order to assess the competitive environment of consumer cooperation organization. The competitiveness of the consumer cooperative consists in the ability to be a participant of the rural market, to create and use competitive advantages in relation to competing retail entities. Based on the presented factors, the competitive advantages of consumer cooperative organizations in rural areas are formulated. Thus, the author's approach is to identify such components of cooperative organizations as social, resource, organizational, qualification, integration, market. The sources of competitive advantages are location, the role of shareholders in the organization of processes, being the owner of the organization. The main trends in the further development of the consumer market of the consumer cooperative system in rural areas are presented and identified. The methodological approach to the assessment of the competitive environment is defined, which consists in the substantiation of the theoretical basis and presentation of the model of sustainable development of organizations of Novosibirsk Regional Consumer Cooperative Union on the basis of regression analysis for 25 organizations located in rural areas. The model of increasing sustainable development on the real organization of consumer cooperation of the Novosibirsk region is developed and tested. Domestic and foreign studies confirm the competitive advantages of consumer cooperatives and predict their sustainable development in rural areas.

Authors: CHistiakova Olga Aleksandrovna