The potential to use of cost allocation model for strategic planning of trade on the internet

Abstract

Purpose: the article is devoted to the exploring of model intended to describe the competitive environment in the market of online trading. Discussion: Peter Drucker laid the foundation for a new economic discipline – «business strategy», and Porter's models developed it and became popular at the end of XX century. At the present stage, when the cost of extracting of «big data» tried to fulfill their use in the process of strategy planning, it is necessary to use much more productive model of the competitive environment planning. Results: the authors have researched the possibility of using the cost allocation model in the environment of e-commerce. This model defines competition as the difference between the value created by the interaction of the company with its partners, and the cost of lost opportunity in possible collaboration with other markets participants. Using the «Big Data», we can reinforce the theoretical conclusions with empirical data.