Anastasia Ye. Babicheva’s scientific contributions

The article is devoted to the study of the conception of value proposition as a key element of ensuring the competitive advantage of companies, in particular in the conditions of the dynamic market of the restaurant industry of Ukraine. The article is aimed at analyzing the existing approaches to the formation of a value proposition and determining ways to improve it in the restaurant business. The authors trace the evolution of the concept of «value proposition», which initially arose in the B2C sphere and later spread to the B2B. Modern approaches to the formation of a value proposition integrate relationship marketing, customer focus and innovation potential as driving forces of adaptation to market changes. Conceptual models that offer a step-by-step approach to creating, delivering and communicating value to customers are considered. An analysis shows that the dynamism of the value proposition is ensured by adaptation to changes in market conditions, consumer demand, technologies and business models. Particular attention is paid to the innovative potential of the restaurant business, which has become a determining factor in recovery from the crisis caused by the pandemic and wartime challenges. Attention is focused on the need to study market needs, expert analysis and implement innovations that meet the current needs of customers. Defining the key parameters of the value proposition allows you to integrate innovations into products, services and management processes. The authors note the importance of a system approach to creating competitive advantages through management automation, service optimization and taking into account social aspects. The importance of using innovation potential to form a relevant value proposition for both individual restaurants and chain structures in a global context is emphasized. In this way, an innovative value proposition becomes the basis for long-term success, ensuring the flexibility and sustainability of the business in a highly competitive environment.