Alla E. BROMBauman Moscow State Technical University (Bauman MSTU), Moscow, Russian Federation abrom@bmstu.ru ORCID id: not available
Irina A. SAMOILOVABauman Moscow State Technical University (Bauman MSTU), Moscow, Russian Federation irinas@bmstu.ru ORCID id: not available
Subject. The article considers the use of digital platforms and ecosystems, the analysis of their nature from the standpoint of marketing and its functions transformation. Objectives. We investigate possibilities of designing platforms and ecosystems based on existing information products as applied to the branches of the information economy. Methods. The study draws on the systems approach as a general methodological principle for solving interrelated modeling problems. Results. Despite the established opinion that external platforms are more competitive due to the increased network effect and openness, internal digital platforms (implemented within individual companies) and ecosystems they generate can become a significant factor for successful functioning of small and medium-sized businesses. At the same time, a design, where an industry ecosystem is formed on the basis of a leading platform, can successfully exist. The paper presents examples of such solutions for Russian information companies. Conclusions. Building a platform on the basis of a dedicated core in the form of existing information product, with the interests of its owner coinciding with the challenges of the relevant market, ensures long-term competitiveness of platform solutions in various formats of specific architecture.
Keywords: digital platform, business model, digital economy, platform model, ecosystem
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