List articles
|
№ 3(83)
10 august 2021 year
Rubric: Digital entrepreneurship in a competitive environment The author: Chesnokov A. |
The article is devoted to identifying and in-depth analysis of those threats, that arise when implementing aggregating digital platforms. The objectives of the research are to consistently consider the following problems of modern digital platforms: price discrimination, dissatisfaction on the part of performers, violation of the spirit of labor legislation, unfair competition, violation of the principle of distribution of risks and profits, the danger of competition of digital platforms. Research methods: analysis and synthesis of information from domestic and foreign sources, statistical analysis, historical analysis. The study identified and analyzed six types of threats that come from digital platforms. On the example of “Yandex. Taxi” aggregator and examples from international practice it is shown that all these threats take place all over the world, including Russia. It is also shown that these threats and their growing influence are directly related to the growing influence of digital platforms, which are strengthening their positions in relation to citizens, organizations and government. The following generalizing conclusions were made: digital platforms have ample opportunities to conduct unfair competition, violation of labor, antimonopoly and other legislation; individual cases of local violations or unfair actions add up to a single model of the development of threats around the world; in the global digital wars of corporations, the losers are citizens and states. To reduce risks and reach a long-term stabilization of digitalization threats, it is necessary to develop and implement significant methods of public and state control in the field of high technologies; first of all - to reform the labor and related legislation so that it takes into account the realities of the modern development of information technologies. It is shown that domestic legislation is still seriously lagging behind modern trends in the socio-economic structure. The research results are applicable to modern Russian jurisprudence, economics and sociology, where they relate to the issues of the digital economy and the activities of digital platforms. Continue... |
|---|---|
|
№ 3(83)
10 august 2021 year
Rubric: Digital entrepreneurship in a competitive environment Authors: Gorelova T., Serebrovskaya T. |
The article examines the features of digital consumer behavior on the example of the YouTube platform, in order to maintain leading position in the market of platforms with video content. Therefore, there is a need to follow the latest trends that are interesting for consumers to adapt to changes in their preferences and maintain a commitment to the product. The purpose of the study: to analyze the preferences of the digital consumer of the video services market, to identify strategies aimed at improving the efficiency of the social network, to make recommendations for maintaining the advantages of the platform. Objectives: identify the reasons of the choice of a social network and the unique needs of the modern digital consumer, the main categories of users of mobile technologies and their characteristics, develop recommendations for the promotion of the YouTube platform. General scientific methods: analysis, abstraction, system-structural approach. Based on the analysis of studies of international and Russian organizations on the activities of the social network YouTube, a survey of potential digital consumers of this social network, contractual features of the behavior of the modern digital consumer YouTube were identified. General recommendations for optimizing the YouTube platform are formulated, which will help significantly influence the digital consumer and strengthen the competitive position of the YouTube platform and other social networks. It is determined that today the content created in accordance with the latest trends is the most attractive for the digital consumer. Continue... |
|
№ 3(83)
10 august 2021 year
Rubric: Digital entrepreneurship in a competitive environment Authors: Deryabina G., Trubnikova N. |
Study of the impact of modern technologies and, in particular, digitalization, on the transformation and future development of industries, as well as changes in economic and marketing models within industries and their impact on business competitiveness is one of the new areas of research in the economic sciences. The purpose of this study is to apply the latest digital trends to modern commercial systems (B2B and B2B2C) of Russian companies to improve their competitiveness in an open digital economy. This work includes the authors’ own developments and field studies of digitalization of commercial functions, with a comparative analysis of the launches of B2B and B2B2C digital CRM systems in 2017 and 2020. The authors analyze materials on economic history and economic development impacted by technological progress, as well as recent researches in the field of digital technologies. This comparison reveals an understanding of the development of digital technologies in business aiming to increase its competitiveness in an open digital economy and to reveal the perception of these technologies by consumers and business partners of companies in Russia. Among the major digital trends that companies are rapidly adopting into their current business processes, including sales and marketing, the authors highlight the growing use of AI, voice search, 5G, AR technologies, chatbots, programmatic advertising, predictive analytics, omnichannel marketing, digital video marketing, blockchain. The field study revealed some progress in the level of digitalization and its perception in the country, starting with the dissemination of modern equipment to the increase in the computer literacy of the population and its openness to work with digital tools, both at the end-user level and at the level of business partners. That confirms the prospect of digitalizing the fieldwork for companies and leveraging the personalization component of marketing to improve the competitiveness of companies in an open digital economy. Continue... |
| The modern economic space demonstrates, on the one hand, the intensifying competitive struggle of various territorial entities for natural and financial resources, investments and business, for the population, qualified personnel, tourists, etc. On the other hand, the process of formation of competitive cooperation of territories, which does not exclude competition, and complements it, acting as a driving force for the development of the economy of regions and municipalities. The authors in the study assessed the current level and prospects of territorial competition, clarified the goals of competition of regions and municipalities. Consideration of the territory as a subject of competition is explained by the fact that the regions acquire the quality of a mega- enterprise. The potential of cooperation between the territories in the modern competitive economy is revealed. In modern Russia, competitive cooperation between territories is still very rare. A number of features of the evolution of competitive cooperation of territories are revealed: cooperation is specifically limited in time; any cooperation is inherent in risk; its formation and implementation always involve certain financial, intellectual, labor and other costs. The results of expert surveys conducted by the authors in 2007, 2010, 2013, 2016 and in 2019 made it possible to highlight positive and negative results, as well as the consequences of interregional and intermunicipal cooperation in a competitive economy. An assessment of the readiness of territories (regions, municipalities) for cooperation is given. The paper draws attention to the fact that the regions and municipalities of Russia have different economic potentials, differ in the volume and specificity of resources, have features of spatial position, etc., which determines the possibilities for the development of their competitive cooperation. In the process of research, general scientific methods were used, in particular the dialectical method, the unity of the historical and logical, abstractions, analogies, expert surveys, etc. The results of the study can be used in the development and implementation of strategies for the socio-economic development of regions and municipalities in the modern competitive economic space. Continue... | |
| The relevance of the chosen research topic is due to the fact that in modern conditions of economic instability and increasing competition, there is a high degree of uncertainty, both in the external and internal environment. All this forces business entities to constantly monitor the environment, look for alternative management solutions aimed at ensuring the risk resistance of the enterprise while maintaining the optimal level of profitability. Many obstacles exist in the conduct of business activities: information uncertainty, unstable economic environment, unpredictability of market conditions, prices, supply and demand, consumers’ ability to pay, low efficiency of the tax system. In this regard, an increasing number of enterprises are introducing risk assessment and analysis systems in their practice. However, due to the fact that each functioning enterprise differs in a number of specific features and, first of all, in economic activity, size, business processes, today there is no single methodological approach to risk management. In the scientific literature, there are many alternative methods for identifying risk factors and their assessment, but they are all considered through the prism of the specific characteristics of an economic entity. The purpose of the study is to develop theoretical foundations and methodological approaches to substantiate the relationship between risk resistance and economic security in order to ensure the strengthening of the competitiveness of the functioning of a small enterprise. Especially the authors of the article highlighted the review of scientific opinions of such concepts as “risk resistance”, “economic security of the enterprise”. The article is devoted to the consideration of such an important aspect of the life of an enterprise as ensuring its competitiveness. In this regard, the authors focus their attention on the relationship and impact on the economic security of the enterprise of its risk resistance. On a specific example, a model of the relationship between financial stability and economic security of a small enterprise is presented. The article examines the scientific positions and points of view of various researchers on this issue, formulates the authors’ opinion based on these observations, describes the main conclusions and recommendations. Continue... | |
| The article is devoted to changes in the advertising market in the field of relationships between its main subjects. The author systematizes the problems that have intensified in connection with sanctions, restrictions and the global crisis caused by the global course of the pandemic 2020–2021. The research focuses on the advertising agency, its new role and functionality. Particular attention is paid to the agency’s work in the most dynamic segment of the advertising market – digital, and new tools, formats and technologies used in agency work. The study reveals a set of problems that arise in the digital environment and are associated, on the one hand, with man-made causes and features of information technologies 3.0, which are not so easy to adapt to solve marketing problems, and on the other hand, with the problems of communication management and updated agency functionality. Such a characteristic feature as transparency, which initially, at the dawn of the digital communication era, was a serious competitive advantage compared to classic advertising media, has now almost disappeared. This limits the possibilities for cooperation between advertisers, advertising distributors, and advertising producers. The movement towards transparency should be supported both at the macro-level of the industry and at the micro-scale of the individual agency, in order to help the agency business maintain its key role in the advertiser’s business and not push it to directly cooperate with advertising carriers, which will lead to a loss of content quality and media placement. In digital communications, the differentiation between the tasks of consistently strengthening the brand value and the tactics of quick advertising for immediate purchase is very serious, since these tasks are solved by completely different – not overlapping-tools. The authors consider integrated marketing in the digital environment as the implementation of the agency’s functions of planning, selecting promotion channels in accordance with the tasks set, budgeting, monitoring efficiency and building work with the subjects of the communication market. Continue... |
