Competitive advantages in the market of consulting services: marketing aspect

    Natalia Yevtushenko   Affiliation
    ; Andriy Fedorchenko Affiliation


The article summarizes the arguments and counterarguments about the features of the formation of competitive advantages in the Ukrainian market of services on the example of consulting for the period 2010–2021. According to the results of the analysis and generalization, the author’s understanding of the concept of “competitive advantages”, the factors of their formation presented. The article describes the interconnection of competitive strategies with the process of forming competitive advantages. The process of economic analysis revealed the immaturity of the consulting market in Ukraine and its institutional vulnerability. The reasons for the instability of demand for consulting services described. The leadership matrix for Ukrainian consulting companies built in accordance with the typology of competitive strategies F. Kotler. The analysis revealed an updated list of competitive advantages of companies that formed under the influence of the Covid-19 pandemic and martial law in Ukraine. It proved that the main advantage of companies is the competence of consultants. Recommendations for the development of consulting companies in Ukraine and strengthening their competitive advantages, taking into account the construction of an effective marketing management system and use the consulting service standard. The research results can be useful for consulting companies wishing to improve their competitiveness and to expand the segment of their services in the market.

Keyword : consulting, competitive advantages, competencies, consulting interaction, service, company

How to Cite
Yevtushenko, N., & Fedorchenko, A. (2023). Competitive advantages in the market of consulting services: marketing aspect. Business: Theory and Practice, 24(2), 501–511.
Published in Issue
Oct 31, 2023
Abstract Views
PDF Downloads
Creative Commons License

This work is licensed under a Creative Commons Attribution 4.0 International License.


Aleshnikova, V. I. (2000). The concept of development of management consulting in the Russian Federation (Theoretical and methodological aspect) [Doctoral dissertation, State University of Management]. Moscow.

Azoev, G. L., & Chelenkov, A. P. (2000). Competitive advantages of the firm. Tipografiya NOVOSTI.

Balabanova, L. V. (2002). Marketing. DonDUET.

Bondarenko, S. M., & Lisovsky, M. Yu. (2017). Competitive advantages – unique features of modern enterprises. Scientific Bulletin of UNU, 15, 42–45.

Blinov, A. A., & Dresvyannikov, V. A. (2013). Management consulting. Dashkov and K.

Block, P. (2007). Flawless consulting. Peter.

Clark, T. (1995). Managing consultants: Consultancy as the management of impressions. Open University Press.

Clutch. (2021). Top Ukraine consulting companies.

Davidenko, V. V. (2006). Formation and implementation of consulting support of enterprises. Problems of Science, 7, 32–36.

Dolzhansky, Z. I., & Zagorna, T. O. (2006). Competitiveness of the enterprise. CUL.

Elin, K. V. (2012). Competitive advantage management model in the concept of controlling. TOGU Bulletin, 1(24), 207–212.

Fathudinov, R. A. (2004). Managing the competitiveness of the organization. Izd-vo “Eksmo”.

Fedorchenko, A. V. (2013). Marketing support for the management of competitiveness of enterprise goods. Theoretical and Applied Issues of Economy, 28(1), 158–165.

Fedorchenko A. V., & Okuneva O. V. (2015). Internal marketing of the enterprise: Theory, methodology, practice: Monograph. KNEU.

Greiner, L. E., & Metzger, R. O. (1983). Consulting to management. Prentice Hall.

Gudz, O. E. (2013). Financial strategies to ensure the competitiveness of the enterprise. Financial Space, 4, 97–103.

Halimon, T. (2017). Conceptual principles of enterprise competitiveness management. Intelligence XXI, 3, 57–63.

Hamel, G., & Prahalad, K. (2002). Competition for the future. Building the markets of tomorrow. Olymp-Business.

IBISWorld. (2021). Consulting.

Kubr, M. (1992). Management consulting. Interekspert.

Kipping, M. (1999). American management consulting companies in Western Europe, 1910s–1990s: Products, reputation, and relationships. Business History Review, 73(2), 190–220.

Kim, W. Ch., & Mauborgne, R. (2005). Blue ocean strategy: From theory to practice. California Management Review, 3(47), 110.

Kotler, F., & Keller, K. (2012). Marketing. Management. Peter “World of books”.

Lamben, J.-J. (2008). Market-oriented management. Peter.

Levitska, A. O. (2012). Competitive advantages of the enterprise: Essence and sources of formation. Bulletin of KNU Sciences, 4, 52.

MacDonald, S. (2006). Babies and babies: Management consultants and first-time clients. European Management Journal, 24(6), 411–421.

Marinko, G. I. (2005). Management consulting: Textbook. INFRA-M.

O’Mahony, J. (2010). Management consulting. Oxford University Press.

Ohmae, K. (2007). Thinking a strategist: The art of business in Japanese. Alpina Business Books.

Porter, M. (2005). Competitive strategy: Methods of analysis of industries and competitors. Alpina Books.

Rybakova, T. O. (2010). Features of the consulting project. Project Management and Production Development, 4, 39–44.

Science History Institute. (2017). Education.

SeoSolution. (2016). An inspirational story about the success of an American company McKinsey.

Shane, E. (1969). Process consultation: Its role in the development of an organization. Addison-Wesley.

Shekhovtseva, L. S. (2001). Competitiveness of the region: Factors and method of creation. Marketing in Russia and Abroad, 4(24), 11–16.

State Statistics Service of Ukraine. (2010–2021). A lot of realizable parcels for regions by type of economic activity in Ukraine 2010–2020.

Teslyuk, N. P. (2005). Strategies of the enterprise on achievement of competitive advantages. Economics, Finance, Law, 11, 17–20.

Trofimova, O. K. (2002). Methods of ensuring the effectiveness of consulting services in industrial enterprises [The dissertation of the candidate of economic sciences, National Aerospace University them. M. E. Zhukovsky “Kharkov Aviation Institute”]. Kharkiv.

Vasilenko, V. O., & Tkachenko, Т. І. (2004). Strategic management of the enterprise. Center for Educational Literature.

Verba, V. A., & Reshetnyak, T. I. (2000). Organization of consulting activities. NEU.

Verba, V. A. (2012). Management consulting of enterprise development [Doctoral dissertation, Kyiv National Economic University name of Vadym Hetman]. Kyiv.

Voychak, A. V., & Kamyshnikov, R. P. (2005). Competitive advantages of the enterprise: Essence and classification. Marketing in Ukraine, 2, 50–53.

Yevtushenko, N. O. (2021). Management consulting. Tolkom.

Yevtushenko, N. O. (2019). Organizational and economic mechanism of consulting interaction of enterprises of Ukraine [Doctoral dissertation, State University of Telecommunications]. Kyiv.

Yevtushenko, N. O. (2017). Mechanism of consulting interaction of enterprises in the market of telecommunication services of Ukraine: Monograph. SIC GROUP Ukraine.

Yevtushenko, N., Kuzminskaya, N., & Kovalova, T. (2021). Dependence of the knowledge structure of company employees on a set of competencies. Advances in Science, Technology and Engineering Systems Journal, 6(2), 699.

Yuksvyarav, R. K., Khabakuk, M. Ya., & Leimann, Ya. A. (1988). Management consulting: Theory and practice. Economics.