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Electronic Forms of Implementing the Strategy of Business Integration in the Digital Economy and the Basis for Their Use by Market Players

Olga A. Chernikova ^a

Egor V. Dudukalov ^b

Elena Yu. Zolochevskaya ^c

Ekaterina A. Popova ^b

^aRussian Technological University in Stavropol, Russia

^bRussian Presidential Academy of National Economy and Public Administration, Russia

^cSouth Russian Institute of Management, Russia

Game Strategies for Business Integration in the Digital Economy

ISBN: 978-1-80262-846-3, eISBN: 978-1-80262-845-6

Publication date: 1 March 2023

Abstract

Purpose

The purpose of this research is to substantiate the processes of implementing the electronic forms of business integration under the conditions of digital transformation by market players.

Design/Methodology/Approach

The methods used in this research include cooperative game theory, systemic analysis and statistical analysis.

Findings

This research presents the substantiation of the processes of implementing the electronic forms of business integration under the conditions of digital transformation by market players. The proprietary methodology of evaluation of the set problems includes three procedures: analysis of the electronic forms of business integration that are used in the digital economy in the world, which envisages their systematisation; evaluation of the effectiveness of implementing the processes of business integration with the use of such forms and their forecast estimation under the condition of individual development of the market environment's players, as well as determination of advantages; and development of the practical implications for managing the electronic forms of business integration for the national companies of developing countries (with forecasting based on the cooperative game theory). The modern electronic forms of business integration include electronic cash (e-cash), electronic data interchange, electronic banking (e-banking), electronic marketing (e-marketing), electronic insurance (e-insurance) and electronic trade (e-trade). Analysis of the effectiveness of implementing the processes of business integration with the use of the electronic forms is performed based on electronic trade, which is used under the conditions of the functioning of digital trade platforms (Internet stores). Such digital trade platforms, as the forms of business strategies, are Amazon and eBay Inc. These two American companies were selected because the United States has the leading position in this sphere. The comparative analysis showed the advantages of participation of players in partnership with the use of electronic trade within two digital platforms, connected to cost saving on advertising and organisation of trade. The practical implications of implementing the electronic forms of business integration for the national companies of developing countries are also presented; they are formed based on the practice of implementing the advantages revealed in the activities of the digital trade platforms Amazon and eBay Inc.

Originality/Value

The originality and value of this research are due to the further development of provisions on the specifics of the process of implementing the electronic forms of business integration under the conditions of digital transformation by market players.

Keywords

Citation

Chernikova, O.A., Dudukalov, E.V., Zolochevskaya, E.Y. and Popova, E.A. (2023), "Electronic Forms of Implementing the Strategy of Business Integration in the Digital Economy and the Basis for Their Use by Market Players", Popkova, E.G. (Ed.) Game Strategies for Business Integration in the Digital Economy (Advances in Business Marketing and Purchasing, Vol. 27), Emerald Publishing Limited, Leeds, pp. 19-29. https://doi.org/10.1108/S1069-096420230000027003

Publisher

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Emerald Publishing Limited