title: Digitalization of market interactions of Russian enterprises
metadata.name: dc.contributor.author
metadata.value: Gerasimenko, Valentina V.
metadata.lang: -
metadata.name: dc.contributor.author
metadata.value: Kurbatskii, Aleksei N.
metadata.lang: -
metadata.name: dc.contributor.author
metadata.value: Kurkova, Dina N.
metadata.lang: -
metadata.name: dc.date.accessioned
metadata.value: 2024-03-27T17:28:01Z
metadata.lang: -
metadata.name: dc.date.available
metadata.value: 2024-03-27T17:28:01Z
metadata.lang: -
metadata.name: dc.date.issued
metadata.value: 2023-12
metadata.lang: -
metadata.name: dc.identifier.citation
metadata.value: Gerasimenko, V. V., Kurbatskii, A. N. and Kurkova, D. N. (2023) ‘Digitalization of market interactions of Russian enterprises’, St. Petersburg University Journal of Economic Studies, 39 (4), pp. 534–559. https://doi.org/10.21638/spbu05.2023.404 (In Russian)
metadata.lang: en_GB
metadata.name: dc.identifier.other
metadata.value: https://doi.org/10.21638/spbu05.2023.404
metadata.lang: -
metadata.name: dc.identifier.uri
metadata.value: http://hdl.handle.net/11701/45139
metadata.lang: -
metadata.name: dc.description.abstract
metadata.value: The purpose of this paper is to investigate one of the problems of digitalization of market
  relations in the modern Russian economy. The article examines the peculiarities of market behavior
  of domestic companies in terms of their implementation of digital technologies in the
  process of interaction with consumers, which is realized through communication and sales
  channels, and is characterized as omnichannel. The research question that forms the subject
  of this study is to determine the direction and level of sales channel integration and identify
  how it relates to the company’s data practices. The study identified trends, parameters and
  barriers to digitalization in the implementation of digital tools in the management of interaction
  with market participants. The article presents a systematic analysis of modern theoretical
  approaches to the formation of a sales channels and communication strategy of companies,
  systematizes the parameters affecting its development, as well as factors limiting the digital
  transformation of marketing in Russian companies. The research reveals trends, parameters
  and barriers to the introduction of digital tools in the management of interaction with market
  participants. The results of the empirical study have applied significance for Russian enterprises;
  they allowed us to analyze the level of digitalization of marketing strategies and to
  verify the relevant hypotheses. Descriptive statistics, correlation analysis, clustering methods,
  regression trees and logit models were used to obtain statistically sound conclusions. R and
  Excel packages were used for data processing and calculations. The field of application of the study results is the management of sales channels and digital communications in Russian
  business. The results of the empirical study showed that the factors of weak developed data
  culture and the associated lack of integration of sales and communication channels act as a key
  obstacle to the development of omni-channel strategies. The results demonstrate the potential
  of digitalization of management in Russian companies, the directions of training of qualified
  specialists, as well as the development of affordable and easy-to-use IT solutions.
metadata.lang: en_GB
metadata.name: dc.language.iso
metadata.value: ru
metadata.lang: en_GB
metadata.name: dc.publisher
metadata.value: St Petersburg State University
metadata.lang: en_GB
metadata.name: dc.relation.ispartofseries
metadata.value: St Petersburg University Journal of Economic Studies;Volume 39; Issue 4
metadata.lang: -
metadata.name: dc.subject
metadata.value: market behavior
metadata.lang: en_GB
metadata.name: dc.subject
metadata.value: marketing strategy
metadata.lang: en_GB
metadata.name: dc.subject
metadata.value: digitalization of management
metadata.lang: en_GB
metadata.name: dc.subject
metadata.value: omnichannel sales strategy
metadata.lang: en_GB
metadata.name: dc.subject
metadata.value: marketing communications
metadata.lang: en_GB
metadata.name: dc.title
metadata.value: Digitalization of market interactions of Russian enterprises
metadata.lang: en_GB
metadata.name: dc.type
metadata.value: Article
metadata.lang: en_GB
resources.filename: 04.pdf
resources.url: https://dspace.spbu.ru/bitstream/11701/45139/1/04.pdf
resources.format: Adobe PDF
resources.size: 1,56 MB