Suchergebnisse

The article analyzes existing barriers for innovative entrepreneurship in Russian markets that raise obstacles to market efficiency. The purpose of the study is to rethink the role of the main barriers to creating competitive Russian startups, to identify the basic reasons for the failure of Russian new high-tech companies in the fields of information technology, biotechnology, medicine and pharmaceuticals, and to provide an insight in relative significance and sectoral characteristics of these factors. To identify the conditions and circumstances underlying unsuccessful start-up, the authors developed the methodology, conducted interviews with start-up participants, provided a comparative quantitative assessment and compiled the rating of existing barriers. All these made it possible to formulate the main reasons for Russian startups failures that relate primarily to product and market problems: difficulties in forming an adequate supply of in-demand goods and services, wrong choice of promotion strategy, limited marketing communications with a potential are associated with the lack of financial resources (inadequate financial planning, errors in investment design, underestimation of costs), alongside managerial and organizational issues (building cohesive professional teams and lack of leadership qualities among managers). The findings show that to minimize the risk of adverse outcomes, executives and employees of high-tech startups should pay special attention to target markets, marketing and strategic management. The unique approach of the research, together with the identification and classification of relevant barriers, contributes to understanding the specifics of high-tech startups in preventing their collapse.

The purpose of this paper is to investigate one of the problems of digitalization of market relations in the modern Russian economy. The article examines the peculiarities of market behavior of domestic companies in terms of their implementation of digital technologies in the process of interaction with consumers, which is realized through communication and sales channels, and is characterized as omnichannel. The research question that forms the subject of this study is to determine the direction and level of sales channel integration and identify how it relates to the company's data practices. The study identified trends, parameters and barriers to digitalization in the implementation of digital tools in the management of interaction with market participants. The article presents a systematic analysis of modern theoretical approaches to the formation of a sales channels and communication strategy of companies, systematizes the parameters affecting its development, as well as factors limiting the digital transformation of marketing in Russian companies. The research reveals trends, parameters and barriers to the introduction of digital tools in the management of interaction with market participants. The results of the empirical study have applied significance for Russian enterprises; they allowed us to analyze the level of digitalization of marketing strategies and to verify the relevant hypotheses. Descriptive statistics, correlation analysis, clustering methods, regression trees and logit models were used to obtain statistically sound conclusions. R and Excel packages were used for data processing and calculations. The field of application of the study results is the management of sales channels and digital communications in Russian business. The results of the empirical study showed that the factors of weak developed data culture and the associated lack of integration of sales and communication channels act as a key obstacle to the development of omni-channel strategies. The results demonstrate the potential of digitalization of management in Russian companies, the directions of training of qualified specialists, as well as the development of affordable and easy-to-use IT solutions.