Open AccessFUZZY-MULTIPLE APPROACH TO RISK ASSESSMENT UNDER THE CONDITIONS OF MANAGEMENT DIGITALIZATION IN ENTERPRISE ACTIVITY
Author(s) -
Anatolii Mazaraki,
Iryna Fedulova,
Yu. Drozdova,
Shengqiang Bai
Publication year - 2021
Publication title -
fìnansovo-kreditna dìâlʹnìstʹ: problemi teorìì̈ ta praktiki
Language(s) - English
Resource type - Journals
eISSN - 2310-8770
pISSN - 2306-4994
DOI - 10.18371/fcaptp.v5i40.245099
Subject(s) - product (mathematics) , novelty , market risk , risk analysis (engineering) , fuzzy logic , business , competitive advantage , risk management , marketing , industrial organization , computer science , mathematics , finance , philosophy , geometry , theology , artificial intelligence
. The success of the enterprise in the market depends on the level of its competitiveness, which, in turn, is determined by the level of competitive advantages of products developed and supplied to the market.Constant updating of the product range by modern enterprises allows them to extend the time of their effective life and ensure success in the long run. To do this, companies must constantly carry out innovative activity aimed at developing, implementing, and bringing new products to market to best meet consumer needs. However, companies must not only explore the main factors of success, but also the sources of risk that accompany the introduction of innovative products to market.The effectiveness of product innovation policy of the dairy industry is determined by the optimal combination of traditional and new products (new convenient packaging, new flavors, size, etc.). The article considers a fuzzy multiple approach to assessing the risk of bringing innovative products of the dairy industry to market.This approach is based on the «RWW» criteria for assessing the risk of bringing new products to market (Real, Win, Worth it), which is considered inthework of George S. Day. Based on the risk assessment criteria, a fuzzy-multiple model of risk assessment for bringing innovative products to market was built. As a result, an assessment for the risk of launching a novelty on the market was obtained for the three components o the RWW instrument and the integrated generalized one.The advantage of using the proposed method is the possibility of forming an aggregate risk indicator for the introduction of a new product on the market, which takes into account not only quantitative but also qualitative characteristics of the evaluation indicators.Keywords:digitalization, risk, digitalization, new product, innovative product, fuzzy multiple, fuzzy logic.JEL Classification С63, 81, M21Formulas: 9; fig.: 3; tabl.: 12; bibl.: 27.