Digitalization as a basis for the new global competitive environment

Distinctive peculiarities of digital markets influence both customer behavior and supplier strategy. This creates specific competitive environment that covers international markets and makes companies find their ways to adopt to this new global business landscape. While the issues of attaining competitive advantages and competition assessment have been widely discussed by numerous researchers, there are some limitations of existing approaches due to digitalization, that require the new approach to analyses. Therefore, this paper aims to investigate the specific of new competitive environment and change of competitive relations in the digital market. Conclusions were based on the results of in-depth interviews with experts of the companies engaged in digital market.