Positioning of Russian Business Ecosystems

Abstract

Modern business ecosystems are becoming an integral part of the digital economy and an object of research. The article presents the results of a comparative analysis of major Russian diversified business ecosystems: Yandex, VK, Sber, MTS and Tinkoff based on the case study method. An approach to their positioning in the market based on the share of the main business in the income of the company - leader of ecosystem and the number of ecosystem services is proposed. It is shown that while maintaining the specialization in some market segments there is a process of convergence of ecosystems by types of services offered, which aggravates competition between them, The factors that, along with competition, cause low financial results of the leading ecosystems are identified. These are an unrelated type of diversification that complicates the realization of synergy, development mainly at the expense of own resources without using the potential of partnership, copying of services accompanied by the absence of consumer retention mechanisms.The obtained results contribute to the discussion of controversial issues about the chances of market dominance of ecosystems and their impact on competition.