Scientific journal
Научное обозрение. Экономические науки
ISSN 2500-3410
ПИ №ФС77-57503

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COST APPROACH TO MANAGING THE BANK’S COMPETITIVENESS

Ketova I.A. 1 Rachilov E.E. 2
1 Chelyabinsk branch FGOBU VPO «Financial University under the Government of the Russian Federation»
2 Chelyabinvestbank
In the context of the ongoing financial crisis and increasing competition in the banking market, the bank’s management urgent task is to ensure its competitiveness, that is efficient, customer–oriented activities. The solution to this problem is possible by controlling the competitiveness of the bank, a condition which is to measure not only current but also future (strategic) competitiveness. Of modern analytical approaches to assessing the competitiveness of the bank at the strategic level, a large spread in Russia and in other countries, received valorem approach based on determining the long–term cash flows. The aim is to develop an algorithm of management’s actions to improve its competitiveness through strategic value approach through monitoring, analysis and evaluation of quantitative and qualitative factors of the microenvironment, the macro environment and internal environment of the bank, allowing you to capture its value. Concluded that the cost–based approach to the management of competitiveness allows you to comprehensively assess the effectiveness of the bank’s management in a competitive environment and to predict its future prospects.