Vector of innovative potential development in trade sector through the "Online-to-Offline" commerce implementation
Юдникова Е.С.1, Ильяшенко С.Б.2
1 Петербургский государственный университет путей сообщения Императора Александра I
2 Российский экономический университет им. Г.В. Плеханова
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Journal paper
Russian Journal of Entrepreneurship *
Volume 19, Number 11 (November 2018)
* Этот журнал не выпускается в Первом экономическом издательстве
Please, cite as:
Yudnikova E.S., Ilyashenko S.B. Vektor razvitiya innovatsionnogo potentsiala v torgovle na osnove vnedreniya «Online-to-Offline» kommertsii // Rossiyskoe predprinimatelstvo. – 2018. – Tom 19. – № 11. – S. 3313-3322. – doi: 10.18334/rp.19.11.39593.
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.
Keywords: retail, consumer behavior, e-commerce, online to offline, O2O, ROPO
JEL-classification: L86, L81, D11
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