Экономические науки / Маркетинг и менеджмент

Arakelova I. A., senior teacher of marketing department

Donetsk State University of Management, Ukraine

Expansion as a new stage of service sector development

Expansive development of service sector compared to the sector of production and exchange of commodities is conditioned by the resource economic feasibility, relatively low capital capacity and rapid capital turnover. The objective laws of the same level also include deepening of social division of labor, as the economics develops, that prepares conditions for splitting of business transactions and labor realization at the stage of activity in the economic form of a service. This objective law is proved by the practice of “externalization” of services (detachment into independent elements of economic pattern of those transactions that earlier have been a part of production or housekeeping). Transfer of business transactions from one sector to another is accompanied not only by qualitative growth of service sector; it is also a quantitative phenomenon. Hereby the enhancement of service quality occurs due to deepening of specialization, and reduction of prices for services – due to their volume growth.

Analysis of endogenous development trends revealing generic specific character of the service sector shows that in developed countries fundamental structural and qualitative transformations occurred in the service sector:

1) Expansion of range of services rendered;

2) Making of structural reorganization;

3) Development of qualitative changes conditioned by scientific-technological progress impact and especially by information and communication technologies and Internet;

4) Growth of dependence of reproduction process on the service sector development;

5) Dependence of economy competitiveness in general on individual kinds of services (telecommunications, information, computer, financial, scientific intense and other services);

6) Globalization of services: export and import of services increased.

Structural and qualitative changes in the service sector were accompanied by diversification of tertiary industries having a multisectoral nature. Expansion of integration forms of tertiary industries has become natural both vertically (groups of companies, holdings, partner associations), and on the level (strategic alliances of different types: complex, scientific and research, training and consulting, production and service ones). In the course of transfer to the postindustrial development, formation of business networks consolidating different types of companies of several industries and covering several regions, countries, has also become natural. Service multifunctionality also enhanced.

Importance of economic forms of social labor exchange in this process may be compared to importance of genes in biological evolution. They are an internal property of market-oriented economy. Continuous reproduction and modification of economic forms of social labor exchange in the context of tough competition (selection) determines their two main properties: heredity (retention of identity) and mutation (ability of adaptation).

Seeking for adaptation to conditions of tough competitiveness at the highly developed commodity markets the monopoly capital has to find at first a new one, more profitable form of production – “production by order”, and then also to find the economic form of service appropriate to it. Thus, development of car production (form of commodity) at first involves occurrence and expansion of car service (form of service), and then of production itself or car assembly against order (form of service). This objective law is proved by actively flowing processes of services ingrowth into production (softization) and “servicization” of economics that is displayed in transformation of sectoral structure of material production with vertical links into the network one, with horizontal links and developed infrastructure.

Inside the service sector, the subject-subjective character of economic relations also strengthens that is conditioned by creation of potential prerequisites caused by industrialization for deployment of new motivation system of a man inclined to the direction of service consumption. These processes are displayed in bifurcation of the economic form of a service. Along with traditional service with the content represented by economic relations concerning stereotyped useful mediated by article product activity (an old property), there is being developed a service of a new type with the content represented by economic relations of intellectual high-tech creative activity exchange (a new property). Information and knowledge become a leading resource of service economy alike the earth in the period of pre-industrial economy, and energy under industrial economy.

Everything mentioned above determines trends of gradual multistaged development of paid services inside the third economy sector – the extra-market exchange sector (in education, public health, science and culture) and subsequent transfer of a part of economic relations of direct extra-market exchange into economic relations of a service.

So, expansion of the service sector in the postindustrial economy is conditioned by mutation and heredity processes of economic form of commodity and economic form of a service. Revealing of underlying essence of evolution processes allows supposing that upon elimination of crisis phenomena not only overflow of resources into the service sector from the sector of production of commodities will be enhanced, but also they will outflow inside the service sector in direction of high tech scientific intense services.