Abstract
Maintaining a competitive position in the market in the context of digitalization becomes difficult or impossible without creating new sources of competitive advantage. The digitalization of the economy and business requires a corresponding change in the business model of the organization. One of the most urgent areas of enhancement in the structure of the business model is the system of interaction with the client. Its timely transformation provides an integrated system approach to service and customer interaction based on an omnichannel approach using a balanced and multifunctional system of digital and traditional communication channels. The article proposes the author’s approach to transforming the system of interaction with a client (through the “omnichannel prism”) in the context of the digitalization of the economy and business, defines the requirements for a business model and developed a system of indicators for assessing its efficiency.
Highlights
The formation and retention of stable competitive positions in the market in the context of digitalization is largely due to the ability of businesses to find and use new sources of competitive advantages
Its assessment allows to determine the change in the competitive position of the enterprise as a result of the transformation of the business model based on digitalization and an omnichannel approach
The second block of performance indicators of the model is the determination of the expected general economic effects of an innovative business model
Summary
The formation and retention of stable competitive positions in the market in the context of digitalization is largely due to the ability of businesses to find and use new sources of competitive advantages. The development of digital technologies provokes serious transformations of both individual business processes of an organization and business models in general. The use of strategies for the digital transformation of business models involves the combination of physical business assets with digital ones and today is an irrefutable condition for the successful functioning and development of organizations. An innovative business model that meets the conditions of digitalization should meet a number of technological, structural, managerial and economic requirements.
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