Recently trade-off among producers, customers and society/ environment is one of the most popular concerns in industry. This issue conducts the decision making by manufacturers on the selection between two alternative techniques, ECM and MM. The purpose of this study was to explore the problem in how to assess the value of a product/ service in the early stages of the design activity. Through the simulation tool of System Dynamics, a model helps to quantify all the values which were involved. The result of this model was that the coming 10 years NPVs of two alternatives were assessed. Contrasting the alternatives on different manufacturing processes and market conditions, the decision makers could find out an appropriate scenario with an appropriate technique. This approach was verified to ensure the accuracy and practicability.

Manufacturing companies have traditionally focused their design and development activities on realizing technical and engineered aspects of physical artifacts based on performance requirements. The ever-changing business climate, with its increased pace during the past decades, has forced industries to continuously innovate their approach toward the development of new products. Pressured also by global competition, manufacturing companies need to reconsider the traditional concept of realizing value via goods production, and shift towards realizing value through product-service combinations. Companies have begun to recognize that gaining competitive advantage and expanding market shares is not achievable purely through continuous technical improvements. Rather, it is necessary to develop a closer relationship to the customer to gain a deeper understanding of expectations, needs, and perceived value. From a development perspective, the overarching problem within complex systems such as those in which cars, aircraft, and excavators are manufactured, or healthcare is provided, is that the focus on customer value is likely to become blurred since it is difficult to understand the impact a change in any single component in the overall system has on value, and to determine a new function’s impact on future scenarios. The main goals of this thesis are to provide an understanding of key challenges when considering the value different design alternatives provide in the conceptual phases of product development taking the automotive industry as case study, and to explore how to support a multi-disciplinary design team in making value-conscious decisions when dealing with new product-service offerings. The research approach has involved data collection through participation in, and facilitation of, product-service design workshops in the automotive industry. Also, it has involved follow-up meetings and interviews, as well as a review of literature on state-of-the-art methods in early conceptual design phases, which describes the advantages and disadvantages of the different frameworks. The primary finding of the study is that determination of the impact of different PSS design options on customer value becomes more challenging since new elements are introduced (e.g., new business models and services). The design team requires more holistic competences in order to more fully understand changing contexts; and new methods and tools are needed in order to establish a base to define, discuss and assess what “uncontested customer value” is, and link it to the different product-service elements of the system. Secondly, this thesis proposes a conceptual approach for value simulation and assessment of different design options, where the iterative use of personas and scenario generation is combined with value modeling and computer-based simulation techniques, enabling a quick “what-if” analysis of the various options, facilitating the identification of promising combinations of product and service elements that provide higher customer value.

Выпускная квалификационная работа состоит из трёх глав и заключения. Объем работы составляет 123 страница. Темой диссертационной работы «Факторы повышения конкурентоспособности международных компаний в современных условиях». Исследование является актуальным, так как энергетика находится на этапе всеобщего перехода к возобновляемым источникам энергии. Enel глобализирует распространение новых технологий и нуждаются в иностранных инвестициях стран потенциального будущего присутствия. Целью выпускной квалификационной работы является разработка рекомендаций для компании, находящейся в стадии подготовки к привлечению иностранных инвесторов. Объектом научно-исследовательской работы является итальянская энергетическая компания Enel s.p.a. Предметом – особенности стратегического планирования компании энергетической отрасли. Проведена оценка энергетической отрасли в ситуации пандемии COVID-19. Высказаны предположения по поводу последствий влияния пандемии на рынок энергетики. Описаны особенности деятельности компании-объекта, организационная структура, а также риски и корпоративное управление. Проведена оценка основных производственноэкономических показателей̆компании, а также оценка стоимости компании. Далее проведен анализ рынка конкурентов путем оценки результатов деятельности четырех основных конкурентов. Проведена оценка позиции Enel S.P.A на энергетическом рынке на основании положения крупнейших конкурентов. Разработана стратегия повышения инвестиционного потенциала международной энергетической компании. Проанализирована эффективность деятельности компании путем выявления рисков. Привлечены такие методы, как «Three Pillars of Electricity industry sustainability», The 3A Framework», SWOT анализ. Далее проведена оценка глобальной деятельности компании путем вычисления Индекса транснациональности. Выявлены аспекты ключевой стратегии Enel. Завершающей частью работы стало разработка рекомендаций для повышения возможности трансформации внутренней̆ среды Enel S.P.A. в целях повышения привлекательности общества в свете интересов иностранных инвесторов. / The study is relevant, as the energy sector is at the stage of universal transition to renewable energy sources. Enel is globalizing the spread of new technologies and needs foreign investment from countries with a potential future presence. The purpose of the final qualification work is to develop recommendations for a company that is in the process of preparing to attract foreign investors. The object of the research work is the Italian energy company Enel s. p.a. The subject is the peculiarities of strategic planning of the company in the energy industry. An assessment of the energy industry in the situation of the COVID-19 pandemic was carried out. Suggestions have been made about the impact of the pandemic on the energy market. The features of the target company's activity, organizational structure, as well as risks and corporate governance are described. The assessment of the main production and economic indicators of the company, as well as the assessment of the company's value, was carried out. Further, the analysis of the competitors ' market is carried out by evaluating the performance of the four main competitors. The assessment of Enel S. P. A's position in the energy market is based on the position of its largest competitors. A strategy has been developed to increase the investment potential of an international energy company. The effectiveness of the company's activities is analyzed by identifying risks. Methods such as "Three Pillars of Electricity industry sustainability", The 3A Framework", SWOT analysis are involved. Further, the assessment of the global activity of the company is carried out by calculating the Index of transnationality. Aspects of Enel's key strategy are identified. The final part of the work was the development of recommendations to increase the possibility of transforming the internal environment of Enel S. P. A. in order to increase the attractiveness of the company in the light of the interests of foreign investors.