INTELLECTUAL ECONOMICS 2008, Number 1(3)
Antanas Buračas, Irena Mačerinskienė, Algis ŽvirblisTHE MAJOR PRINCIPLES AND BASIC MODELS FOR COMPOUND ASSESSMENT OF ENTERPRISES–COMPETITORS POTENTIAL
Mykolas Romeris University Publishing Centre. Vilnius. Lithuania 2008 Nr.1(3), p. 82–92
Summary
The article presents the major principles and methods as well as basic adaptive models allowing to
make a compound assessment of the potential of competing enterprises.
The method of comprehensive qualitative analysis of micro environment components, as well as competitors,
prevails within the analysis of business microenvironment. When developing theoretical basis, it is expedient to solve
tasks of quantitative assessment conceptually. The theoretical problems of the quantitative assessment of competitors
potential are reflected in the article. The major principles for compound assessment which includ the methods of qualitative
analysis and quantitative assessment are presented here. The system of quantitative assessment comprises the
evaluation of primary indicators (factors), the evaluation of integral criteria − primary indicators groups (its integrated
indexes), as well as complex evaluation of competitors’ potential index. The authors use such methods of multicriterial
quantitative assessment as, in particular, the sumation of products of values and significances, also multicriterial
evaluation of complex proportionality (COPRAS), Technique for Order Preference by Similarity to Ideal Solution
(TOPSIS) a/o. The system allows the assessment of the influence of significant financial indicators and the influence
of other basic criteria.
It is based on methods of multi criteria evaluation (in particular, simple additive weighting and complex evaluation
methods). The basic adaptive models for evaluation of integrated criteria as well as common model for evaluation
of competitors potential index were presented as a result of the formalisation procedure. The presented three-stage
evaluation system includes primary financial indicators (their normalized values), the integral parameters of their
groups and their potential, in particular, taking into account their significance determined by experimental way. Such
evaluation system is adaptive both by the totality of criteria and as well as by detailed preconditions and may be used
in industry and in other sectors of economy within complex marketing researches.
The main theoretical statements and results as well as the technique for assessing of the potential of competitors
may be included into the system of quantitative evaluation of strategic business decisions and, in perspective, into
computerised business systems.
Keywords: enterprises-competitors, potential, integrated financial criteria, primary financial indicators, evaluation models, multicriterial analysis.