Moscow, Moscow, Russian Federation
The relevance of the present study is determined by the fact that in a saturated market in a post-industrial economy, it is increasingly difficult to find a free market niche (gap - GAP) or win it back from competitors. Under these conditions, managed organizational systems are increasingly aimed at generating new markets. The purpose of the presented research is to identify the features of the application of the GAP-analysis method, created in the industrial era, managed by organizational systems in the post-industrial era. The scientific novelty of the presented research lies in supplementing the options for existing markets in the GAP analysis model with options for generating new markets (matrix scaling), as well as in the transition from qualitative assessments of GAP analysis options to their quantitative assessments. The practical significance of the presented research lies in the possibility of using the proposed developments to make decisions on the choice of rational niches in managed organizational systems.
management, organizational systems, GAP-analysis method
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