THEORETICAL FOUNDATIONS OF COMPETITIVE ENVIRONMENT ANALYSIS IN THE SERVICE INDUSTRY: APPLICABILITY OF CLASSICAL MODELS TO EVENT BUSINESS

Abstract

This article examines theoretical approaches to the analysis of the competitive environment in order to identify their applicability and limitations in the specific context of the event business (event management market). The aim of the work is to critically evaluate the toolkit of classical strategic models developed primarily for the manufacturing sector and to propose an adapted framework for analyzing competitive dynamics in the service industry, where intangible resources, creativity and relationships are key assets. The study provides a comparative analysis of the basic concepts through the prism of the characteristics of the service market: intangibility, inseparability of production and consumption, inconstancy of quality and inability to store. Based on the synthesis of theoretical provisions and industry specifics, an integrative model for analyzing the competitive environment of an event agency is being built, taking into account the role of human capital, reputation and network connections as key sources of sustainable advantage. The article has theoretical significance for the development of industry strategic thinking and practical value for managers of event companies seeking to develop a sound strategy in conditions of high dynamics and subjectivity of the market.