Сompetitive Advantages of IT Companies in the Digital Economy

P. Sapozhnikov, S. N. Lyubyashenko
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Abstract

The article touches upon topical issues of the development of the Russian segment of the web services market in online environment in the global economic space. The study of the modern market of IT companies seems extremely relevant today. More and more firms need to start working in digital in order to expand business opportunities, optimize ways of interacting with customers, as well as increase competitiveness and economic efficiency indicators. The use of information technologies in business processes is becoming extremely necessary in the conditions of coronavirus restrictions, which increases the demand for IT companies’ services. In this regard, it is important to understand their basic strategies and assess their tendency to monopolize. “Previously, economists assumed that competitive markets for digital services are less prone to monopolization than markets for standard products. Now, monopolization, information asymmetry, and external (network) effects can be observed in digital markets” [1]. The purpose of the study is to identify the type of structure of the Russian segment of the web services market online in the global economic space and to assess the intensity of competition. To achieve this goal, the following tasks were solved: the relevant market was identified, its main characteristics and composition of participants were analyzed, the trends of its transformation in the conditions of COVID-19, the choice of criteria for analyzing the structure of the Russian market segment on the Upwork online exchange platform was justified. The results are based on an empirical study of statistical information on Novosibirsk companies operating on the Upwork platform. Such market parameters as a large number of firms, the insignificant height of barriers to entry into the industry, the predominance of non-price competition make it possible to identify it as a market of monopolistic competition. The article identifies the problems of antimonopoly regulation of the market of web services operating on digital platforms, namely: the complexity of their analysis and identification of the «relevant» market, the “blurring” of geographical and product boundaries, growing demand. The factors determining the competitive advantages of firms in the web services market and clients’ package, which, in turn, indirectly influence the choice of strategy, are systematized. The authors attempt to describe the motives of buyers’ behavior in the web services market when remotely selecting sellers in an online environment.
Сompetitive信息技术公司在数字经济中的优势
文章触及了在全球经济空间的网络环境中发展俄罗斯网络服务市场部分的热门问题。对IT公司现代市场的研究似乎与今天非常相关。越来越多的公司需要开始数字化工作,以扩大商业机会,优化与客户互动的方式,以及提高竞争力和经济效率指标。在冠状病毒限制的情况下,在业务流程中使用信息技术变得极其必要,这增加了对IT公司服务的需求。在这方面,了解它们的基本战略和评估它们的垄断倾向是很重要的。此前,经济学家认为,数字服务的竞争性市场比标准产品的市场更不容易出现垄断。现在,在数字市场中可以观察到垄断、信息不对称和外部(网络)效应”[1]。这项研究的目的是确定俄罗斯网络服务市场在全球经济空间中的结构类型,并评估竞争的强度。为实现这一目标,完成了以下任务:确定相关市场,分析其主要特征和参与者组成,分析其在COVID-19条件下的转型趋势,确定Upwork在线交易平台上俄罗斯细分市场结构分析标准的选择。研究结果基于对在Upwork平台上运营的新西伯利亚公司统计信息的实证研究。企业数量众多、行业进入壁垒不高、非价格竞争占主导地位等市场参数使其有可能被确定为垄断竞争市场。本文指出了在数字平台上运营的网络服务市场的反垄断监管问题,即:他们对“相关”市场的分析和识别的复杂性,地理和产品边界的“模糊”,需求的不断增长。决定企业在网络服务市场和客户包的竞争优势的因素,反过来,间接影响战略的选择,是系统化的。作者试图描述买家在网络服务市场中远程选择卖家时的行为动机。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
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