Стратегические решения и риск-менеджмент (Aug 2024)
B2C AND B2B PLATFORM MODEL-BASED DETERMINANTS OF RUSSIAN INDUSTRIAL COMPANIES’ STRATEGY CHOICES FOR ENTERING FOREIGN MARKETS
Abstract
The article presents an overview of a number of parameters and factors influencing the choice and formation of strategies for the entry of Russian industrial enterprises into international markets based on platform models of interaction in the B2C and B2B segments. This focus makes it possible to define and specify in more detail the mechanisms, formats, opportunities and limitations in the development of strategies for the entry of Russian industrial enterprises into international markets, supported by platform models of interaction. In the context of building international platforms for industrial companies, aspects of the specifics of platform interaction have been identified. A list of twelve determinants is proposed, how to choose a strategy of entering foreign markets by Russian industrial enterprises based on the mechanisms of platform interactions. The fact is that in the current conditions of the platform economy, value creation is the result of a new combination of information, physical products and services of various types, as well as new ways of configuring transactions and reconfiguring resources, relationships between suppliers, partners and customers. For Russian industrial enterprises, methodological developments in this area can be particularly useful in the context of increasing the internationalisation of business activities using international B2C and B2B platforms. At the same time, a major difficulty in determining the parameters and priorities of platform interaction between industrial companies, especially in the B2B segment (including in the framework of industrial asset sharing models), is the fact that this type of interaction is still a frontier today in many industrial sectors at the national level, and even more so at the international level. As best practices and success stories of Russian industrial companies entering international platforms emerge, and as the platforms themselves evolve, it will be possible to talk about greater operationalisation and measurability of the determinants of Russian industrial companies’ strategy choices. At the current stage of development of international manufacturing platforms, greater awareness of the productivity drivers and determinants of industrial enterprises’ strategic choices will enable platform complementors and the platforms themselves to better find common ground and ensure faster growth of network effects.
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