Competitive Activities Tactics in Key Commercial Deals
https://doi.org/10.37791/2687-0657-2025-19-4-40-54
Abstract
The article is devoted to the issue of choosing a tactical model of actions in various competitive situations of competitive projects. Using a clear example, the article shows a direct link between the success or failure of individual tactical actions and the strategic outcome of the business in the market as a whole. The object of research in the article is a competitive procurement situation that attracts several business representatives from the selected industry to participate. The author draws attention to the need to take into account the unique features that arise in the case of each individual competition, which may create differences in the competitive positions of participants in a particular competitive transaction from their overall competitive positions in their entire market. The article suggests using a two-dimensional competitive space, which is determined by independent parameters of key success factors. The novelty of the article consists in substantiating a practical method for choosing the optimal model of tactical competitive actions, depending on the assessment of the competitive position of the participant in the competition. As criteria for such an assessment of a competitive position, it is proposed to use the concept of key success factors in a new way, which are associated with the image of the contest participants and the competitive advantages of their bids. The author pays special attention to each of the four tactical models of competitive actions and substantiates the necessary conditions for the successful application of each tactical model.
About the Author
Yuri G. Pamukhin
Synergy University
Russian Federation
Russian Federation
Cand. Sci. (Phys.-Math.), Associate Professor at Entrepreneurship and Competition Department
References
1. Arkhipov Yu. A. Kontraktnaya sistema v sfere zakupok tovarov, rabot, uslug dlya obespecheniya gosudarstvennykh i munitsipal'nykh nuzhd: uchebnoe posobie [Contract system in the sphere of procurement of goods, works, services for meeting state and municipal needs: a textbook]. Moscow, Stolitsa Publ., 2015, 292 p.
2. Galiardi G. Sun-tszy, iskusstvo voiny i iskusstvo sozdaniya biznesa [Sun Tzu, the art of war and the art of creating a business]. St. Petersburg, Neva Publ., 2003, 160 p.
3. Grant R. Sovremennyi strategicheskii analiz [Modern strategic analysis]. St. Petersburg, Piter Publ., 2016, 544 p.
4. Degtyarevskaya A. Goszakupki i tendery dlya malogo biznesa: Kak uchastvovat', chtoby pobezhdat' [Public procurement and tenders for small businesses: How to participate in order to win]. Moscow, Olimp-Biznes Publ., 2023, 352 p.
5. Kutsenko N. Kul't prodazh. Kak vystroit' otnosheniya s klientom, zarabotat' deneg i ne sgoret' na rabote [The cult of sales. How to build relationships with a client, make money and not burn out at work]. St. Petersburg, Piter Publ., 2021, 256 p.
6. Norka D. Ekspertnye prodazhi: Novye metody ubezhdeniya pokupatelei [Expert sales: New methods of persuading buyers]. Moscow, Al'pina Pablisher Publ., 2018, 334 p.
7. Pamukhin Yu. O strategii konkursnoi prodazhi [On the strategy of competitive sales]. Upravlenie prodazhami, 2020, no.1(104), pp.24-36. DOI: 10.36627/2618-883x-2020-1-1-24-36.
8. Pamukhin Yu. Takticheskie priemy prodazhi v konkurentnoi V-2-V sdelke: o sil'nykh I slabykh konkurentnykh pozitsiyakh [Tactical sales techniques in a competitive B-2-B transaction: on strong and weak competitive positions]. Upravlenie prodazhami, 2022, no.2(113), pp.102-109. DOI: 10.36627/2618-883X-2022-2-2-102-109.
9. Parinello E. Prodazhi litsam, prinimayushchim resheniya [Sales to decision makers]. Moscow, Gippo Publ., 2009, 320 p.
10. Page R. Master prodazh. Kak uspeshno zaklyuchat' slozhnye sdelki [Sales master. How to successfully conclude complex deals]. Moscow, Vil'yam Publ., 2006, 256 p.
11. Porter M. Konkurentnoe preimushchestvo: Kak dostich' vysokogo rezul'tata i obespechit' ego ustoichivost' [Competitive advantage: How to achieve high results and ensure their sustainability]. Moscow, Al'pina Pablisher Publ., 2016, 1012 p.
12. Razroev E. Infokommunikatsionnyi biznes. Upravlenie, tekhnologii, marketing [Infocommunication business. Management, technologies, marketing]. Moscow, Professiya Publ., 2003, 356 p.
13. Rubin Yu. B. What is competition? (Introduction to the theory of competitive behavior). Sovremennaya konkurentsiya=Journal of Modern Competition, 2014, no.1(43), pp.101-126 (in Russian)
14. Rubin Yu. B. Tactics of competitive actions of market participants. Sovremennaya konkurentsiya=Journal of Modern Competition, 2015, vol.9, no.2(50), pp.111-142 (in Russian).
15. Rubin Yu. B. About the constructive theory of competition in entrepreneurship. Sovremennaya konkurentsiya=Journal of Modern Competition, 2017, vol.11, no.5(65), pp.114-129 (in Russian).
16. Senderov D. Master bol'shikh prodazh: Iskusstvo zaklyuchat' krupnye kontrakty [Master of big sales: The art of concluding large contracts]. Moscow, Al'pina Pablisher Publ., 2019, 328 p.
17. Trump D. Iskusstvo sdelki [The art of the deal]. Moscow, Eksmo Publ., 2025, 352 p.
Review
For citations:
Pamukhin Yu.G. Competitive Activities Tactics in Key Commercial Deals. Journal of Modern Competition. 2025;19(4):40-54. https://doi.org/10.37791/2687-0657-2025-19-4-40-54
Views:
5
Email this article 