Creating value for consumers and businesses in the context of ecosystem development
Abstract
Importance: the research focuses on the peculiarities of marketing in contemporary conditions of intensive ecosystem development. Purpose: identifying features and ways to enhance marketing in creating value for consumers and businesses in modern circumstances. Research design: the article involved analyzing works by domestic and foreign economists on the creation, accumulation, and distribution of value for consumers and businesses in the current ecosystem development and marketing improvement. Results: the main findings reveal the processes of creating value in modern ecosystem development, influencing consumers through easy access to technological solutions and establishing connections with other consumers. For businesses, it ensures a growth in the customer base with precise assessment and widespread distribution through partnership agreements. The specific features and ways to enhance marketing in modern conditions, associated with the intensification of processes, have been identified.
Downloads
References
2. Гончарова И.В. Тенденции развития маркетинга в условиях современной цифровой экономики // Современная экономика: проблемы и решения, 2019, no. 9, с. 64-72.
3. Сугаипов Д.Р. Прогнозирование потребления на основе индекса потребительской уверенности в России // Вестник Московского университета серия 6: Экономика, 2022, no. 2, с. 45-70.
4. Цифровая экономика, исследование ее содержания и направлений развития: монография / под ред. И.Т. Корогодина. Воронеж, Издательский дом ВГУ, 2020. 216 с.
5. Adner R., Kappor R. Right Tech, Wrong Time // Harvard Business Review, November 2016, рp. 60-67.
6. Adner R. Ecosystem as Structure: An Actionable Construct for Strategy // Journal of Management, 2017, no. 1, pp. 39-58.
7. Arora N., Ensslen D., Fiedler L., Liu W.W., Robinson K., Stein E., Schuler C. The value of getting personalization righ − or wrong − is multiplying // McKinsey&Company, November 2021. Доступно: https:// www.mckinsey.com/capabilities/growth- marketing-and-sales/our-insights/ thevalue-of-getting-personalization-right-orwrong-is-multiplying (дата обращения: 04.12.2023).
8. Brandenburger A.M., Stuart W. ValueBased Business Strategy // Journal of Economics & Management Strategy, 1996, no. 1, p. 5-24.
9. Combs J.G., Ketchen D.J., Terjesen S.A., Bergh D.D. Entrepreneurial Growth // Strategic Management Journal, August 2023. Доступно: https://onlinelibrary. wiley.com/doi/toc/10.1002/(ISSN)1932- 443X.entrepreneurial-growth (дата обращения: 04.12.2023).
10. Greiner L.E. Evolution and Revolution as Organizations Growth // Harvard Business Review, 1998, no. 3, рp. 55-64.
11. Marshall V.A., Geoffrey P. Platform strategy // SSRN Electronic Journal, January 2014. Доступно: https://www. researchgate.net/publication/ 272305942_ Platform_Strategy (дата обращения: 04.12.2023).
12. Porter M.E. The Five Competitive Forces That Shape Strategy // Harvard Business Review, 2008, no. 1, рp. 25-40.
13. Teece D.J. Next generation competition: new concepts for understanding how innovation shapes competition and policy in the digital economy // Journal of Law Economics and Policy, 2012, no. 9, pp. 97-118.
