The purpose of this paper is to substantiate the methodological aspects of assessing the competitiveness of an enterprise and develop proposals based on the practical testing of the assessment model application using an integral indicator. In this article, the object of the research is competitiveness as a factor of investment attractiveness of the enterprise. The subject of the study is the methodological aspects of assessing competitiveness of an enterprise. To achieve this goal, the following research tasks are set: 1) identification of the main problems and reserves of increasing the investment attractiveness of economic entities in Russia; 2) determination of the specifics of analysis of the economic entities competitiveness depending on the assessment criteria; and 3) development of recommendations for improving the quality of the enterprise competitiveness analysis.

Аннотация. Рассмотрена сущность и актуальность маркетинговой эксплерентной стратегии, приведен пример успешной разработки и использования нового конкурентоспособного товара.Ключевые слова: эксплерентная стратегия, эксплеренты, конкурентоспособность. Abstract. The essence and topicality of marketing explerent strategy is considered, the example of successful development and use of new competitive goods is given.

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