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Vector of innovative potential development in trade sector through the "Online-to-Offline" commerce implementation


Yudnikova E.S., Ilyashenko S.B.
(about the authors)

Yudnikova Elena Sergeevna – (Emperor Alexander I St. Petersburg State Transport University (PGUPS))

Ilyashenko Svetlana Borisovna – (Plekhanov Russian University of Economics)

Published in:
Russian Journal of Entrepreneurship
– Volume 19, Number 11 (November 2018)

JEL classification: D11, L81, L86

Keywords: consumer behavior, e-commerce, O2O, online to offline, retail, ROPO


Citation:
Yudnikova E.S., Ilyashenko S.B. (2018). Vector of innovative potential development in trade sector through the "Online-to-Offline" commerce implementation. Russian Journal of Entrepreneurship, 19(11), 3313-3322. doi: 10.18334/rp.19.11.39593


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Abstract:

The development of the e-Commerce sector is directly related to technological advances in the field of information networks creation and the active penetration of digital technologies in almost all spheres of everyday life. The relations between economic entities are becoming more and more orderly every year, thus forming a new systemically organized spatial structure. The concept of digital economy as a synergy of the main factors of production and intellectual capital, which opens up new promising opportunities for doing business. The configuration of global markets is undergoing significant changes, on the one hand, under the influence of digitalization, and, on the other hand, the generation of radically new needs for consumers.








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