Digitalization of B2B sales in the Russian wide-profile distribution market as a factor in increasing the competitiveness of enterprises
- Authors: Fertikova A.A.1, Nezhnikova E.V.1
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Affiliations:
- Peoples' Friendship University of Russia named after Patrice Lumumba (RUDN University)
- Issue: Vol 11, No 1 (2024)
- Section: Articles
- URL: https://journals.rudn.ru/in-econ/article/view/48850
- ID: 48850
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Abstract
The digitalization of enterprises in Russia has been actively continuing for several years now, and since the beginning of the coronavirus pandemic in 2020, a trend has formed for the transformation of B2B sales. To analyze the impact of digitalization of B2B sales in the wide-profile distribution market, the following questions were raised: what is digital transformation, what are its advantages, what impact does digitalization have on B2B sales, is it possible to define digital transformation in the market of wide-profile distribution as a real force to increase the competitiveness of an enterprise in the Russian market in the face of constant struggle to retain customers and stable positions. The article proves that digital transformation is not the ultimate goal, but a path whose influence is only increasing every year. The paper examines how this phenomenon can enhance and strengthen the company's position in the market.
About the authors
Anastasia Anastasia Fertikova
Peoples' Friendship University of Russia named after Patrice Lumumba (RUDN University)
Email: 1132239801@rudn.ru
ORCID iD: 0009-0003-8439-1167
Master's student, Department of National Economy, Patrice Lumumba Russian University of Peoples' Friendship (RUDN University)
117198, Moscow, Miklukho-Maklaya str., 6Ekaterina Vladimirovna Nezhnikova
Peoples' Friendship University of Russia named after Patrice Lumumba (RUDN University)
Author for correspondence.
Email: nezhnikova-ev@rudn.ru
SPIN-code: 6483-5199
Scopus Author ID: 393948
Deputy Dean of the Faculty of Economics for Postgraduate Studies, Doctor of Economics, Professor of the Department of National Economy
117198, Moscow, Miklukho-Maklaya str., 6References
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