Аннотация
Введение. В настоящее время влияние глобальных геополитических вызовов на мировых рынках, санкционная политика, структурная трансформация российской экономики, цифровизация и информатизация бизнес-процессов компаний и, как следствие, изменение моделей потребительского поведения в коронавирусный и посткоронавирусный периоды радикально меняют экосистему стратегического менеджмента в целом и требуют переосмысления традиционных, ориентированных преимущественно на ресурсный потенциал товар и дискретные трансакции теоретико-методологических подходов к оценке результативности управленческой стратегии удержания клиентов компании. Необходимость адаптации компаний и потребителей к новым реалиям обусловила развитие существующего методического инструментария оценки их взаимодействия с целью успешной реализации управленческой стратегии удержания клиентов компании. Цель исследования – разработать методику оценки результативности управленческой стратегии удержания клиентов компаний на основе проведенного теоретического обзора подходов отечественных и зарубежных исследователей к определению понятия «управленческая стратегия» и выявления ключевых преимуществ и недостатков моделей оценки лежащих в ее основе нематериальных активов.
Материалы и методы. При развитии теоретико-методологических положений реализации управленческой стратегии удержания клиентов компаний использовались общенаучные методы: систематизации и обобщения данных, библиометрический, монографический, историко-ретроспективный, логико-структурный, причинно-следственный анализ и синтез, поиск и структурирование вторичной информации.
Результаты. Авторами выделены шесть ключевых подходов к определению дефиниции «управленческая стратегия», определение дополнено с позиции ценностно-ориентированного подхода с акцентом на процедуру удержания клиентов. Классифицированы ключевые модели оценки нематериальных активов с выделением их преимуществ и недостатков. Предложен методический подход к оценке результативности управленческой стратегии удержания клиентов компаний, в основе которого лежит концепция жизненного цикла клиента (CLV).
Обсуждение. Полученные результаты исследования могут быть использованы как в процессе реализации управленческих стратегий компаний, так и в целях повышения эффективности взаимодействия компаний и клиентов.
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