Transformation of methods and tools of competitive analysis in the digital economy
https://doi.org/10.38050/013001052019610
Abstract
The article deals with the transformation processes of competitive analysis methods under the influence of digital economy, the development of electronic markets and communications. It is shown that the development of market strategies requires a new methodology and structure of analytical tools to obtain valuable results about competitors and consumers in different markets. The proposed approach to competitive analysis is based on the methodology of integrated use of all business intelligence blocks: big data Analytics, content analysis, web Analytics, mobile Analytics. New Internet services and platforms that allow for effective competitive analysis are evaluated. On the basis of surveys about readiness of Russian management to use digital technologies in market research, recommendations on the directions of development of educational programs in Russian universities are formulated. The article is based on the results of the authors ‘ presentations and discussions at the scientific seminar on digital economy held in 2018–2019 at the faculty of Economics of Lomonosov Moscow state University.
About the Authors
V. V. Gerasimenko
Lomonosov Moscow State University
Russian Federation
Russian Federation
Moscow
E. M. Slepenkova
Lomonosov Moscow State University
Russian Federation
Russian Federation
Moscow
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Review
For citations:
Gerasimenko V.V., Slepenkova E.M. Transformation of methods and tools of competitive analysis in the digital economy. Moscow University Economics Bulletin. 2019;(6):126-146. (In Russ.) https://doi.org/10.38050/013001052019610
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