DEVELOPMENT OF MARKET THEORY: THE RELATIONSHIP BETWEEN COMPETITION RISK AND THE DIGITAL MARKET

Abstract

The development of the Internet, big data, computer algorithms, artificial intelligence, selflearning robots and other areas of the digital economy contribute to improving life. At the same time, players with market power are emerging in the economy, based on the use of algorithms, big data, big analytics, the use of intellectual property rights, the widespread use of targeted marketing technologies on this basis, not only studying, but also forming consumer preferences. The consequences of digital transformation in the economy are significant, and symbolic changes in legislation and practice of its application cannot be dispensed with here. It is necessary to measure the risks and benefits of the digital economy for competition and public welfare. Risks need to be managed, and benefits need to be multiplied. It is necessary to evaluate the new situation in the markets based on the basic postulates, and also take into account that the dynamic nature of changes has become the main characteristic of the markets.