Methodical Approaches and Criteria for Assessing a Competitiveness of a Startup in a Digital Evironment

Competitiveness in the digital environment is a pervasive phenomenon but is little studied, which requires the attention of researchers in this direction. In consequence of this, there is a need to study the specifics of formation of competitiveness amongst startups in the digital environment, the creation of a guide for start-up activities in the digital environment, development or adaptation of existing methods for assessing competitiveness, considering the specificity of the digital environment. The purpose of the research is to identify the specific factors of the digital environment and to take them into account when assessing the competitiveness of a start-up in the digital environment for developing effective marketing solutions. The object of research is startups in the digital environment, the subject matter of the digital environment, that the formation of the competitiveness of the startup. Methods used - depth interview, questionnaire survey, dynamic assessment of competitiveness (adaptation). The thesis consists of three chapters: the first chapter is devoted to the study of theoretical aspects of the adoption of marketing decisions, competitiveness, the concept of a digital environment, the problems of assessing competitiveness, methods and methodologies for assessing competitiveness. The second chapter is devoted to the identification of specific factors of the startup's competitiveness and the methodology for assessing the competitiveness in the same environment. The third chapter outlines the methodology for assessing the dynamic evaluation of competitiveness and its consistent approbation. As a result, a dynamic assessment of the competitiveness of a startup, reveals the pros and cons of a start-up, and it is also possible to determine its position in the market segment along with its competitors. The practical importance of the work is to adapt and test the methodology for assessing the competitiveness of a startup in the digital environment.