Rozanova, N. M. & Lineva, I. V. (2019). Digital Model for a Contemporary Business. Zhurnal Economicheskoj Teorii [Russian Journal of Economic Theory], 16(1), 46-59
Contemporary economy is becoming increasingly dependent on digital technology and communication devices. Digitalization is the key trend of global business. Digital model dictates new standards for doing business and provides a new style of a business life cycle. An IT strategy always follows the business strategy and helps to achieve its purposes. Previously, many companies could afford abstaining from a special IT strategy and only used standard IT tools for solving their business problems. Such an approach has proven to be outdated in the Digital World where disrupting technologies are transforming into crucial key instruments for implementing business and competitive strategies. Such disrupting technologies as data mining and machine learning, cloud development, and Internet of things have advanced as the key drivers in the firm’s competitiveness. The scale of digitalization now exceeds 10 % of GPD in major industrial countries. It means that firms are in need of radical change of their management systems and competitive strategies. Digital World poses new challenges and provides new opportunities for business owners and managers at all levels. That is why the question of how to choose among many versions or create a competitive IT product is vital not only for CIOs but for every manager who would like to see their firm globally competitive. The aim of the article is to provide fundamental characteristics of a special digital model that has been formed in global business. The authors have thoroughly analyzed theoretical papers and practical experience in the digital field to find an effective digital model for a modern business. The first part of the article describes the newest directions of digitalization that are highly prioritized in contemporary economics. The examples of using the latest disrupting technologies by Russian and foreign firms are given. The second part of the article estimates the technological characteristics of an IT product that could be created on the basis of the disrupting technologies. Some recommendations on how to effectively implement these technologies while developing a competitive IT product are given in the conclusion.
Anishhuk, N. (2015). Mobil’nost’ v biznese [Mobility in Business]. Retrieved from http://www.cnews.ru/reviews/mobile_2015 (date of access: 09.11.2018). (In Russ.)
Bevza, D. (2017). Robot Vera prinimaet na rabotu. Kak nauchit’ iskusstvennyj intellekt zanimat’sja podborom sotrudnikov [Vera the Robot employs people. How to teach recruitment to artificial intelligence]. Retrieved from http://tass.ru/spec/stafory (date of access: 03.12.2018). (In Russ.)
Gref, G. (2016). Sberbank: kljuchevye vyvody i vpechatlenija ot poseshhenija Stjenforda i Kremnievoj doliny [Sberbank: key observations and impressions after visiting Stanford and the Silicon Valley]. Polnyj tekst vystuplenija na «Vstreche liderov» [Full speech at the “Leaders’ Meeting”]. Retrieved from http://ipp.hse.ru/popularpsy/articels/10/5673.html (date of access: 02.11.2018). (In Russ.)
Ovechkin, O. (2017). Rossijskij servis «Robot Vera» pobedil v mirovom konkurse HR-startapov s prizom €10 tysjach [Russian service “Vera the Robot” won €10,000 on an international HR startup competition]. Retrieved from https://rb.ru/news/vera-winner/ (date of access: 15.12.2018).
Sazerlend, Dzh. (2017). Scrum. Revoljucionnyj metod upravlenija proektami [Scrum: A revolutionary approach to building teams, beating deadlines and boosting productivity]. Moscow, Russia: Mann, Ivanov i Ferber, 272. (In Russ.)
Stepanova, M. (2017). Stafory i robot Vera: pomoshhniki rekrutera ili ego zamena? [Stafory and Vera the Robot: recruiter assistants or their replacement?]. Retrieved from http://rjob.ru/articles/stafory_i_robot_vera_pomoshchniki_rekrutera_ili_ ego_zamena_/ (date of access: 28.10.2018). (In Russ.)
Ali, A., Warren, D. & Mathiassen, L. (2017). Cloud-based business services innovation: a risk management model. International Journal of Information Management, 37, 639–649.
Baets, W. (1996). Some Empirical Evidence of IT Strategy Alignment in Banking. Information and Management, 30(4), 155–177.
Bennett, J. (2016). Why a No-Cloud Policy Will Become Extinct. Retrieved from http://www.gartner.com/smarterwith-gartner/cloud-computing-predicts/ (date of access: 01.11.2018).
Berman, B. (2016). Planning and implementing effective mobile marketing programs. Business Horizons, 59, 431–439. Brynjolfsson, E. & Hitt, L. (2000). Beyond Computation: Information Technology, Organizational Transformation and Business Performance. The Journal of Economic Perspectives, 14(4), 23–48.
Caldarola, E., Picariello, A. & Castelluccia, D. (2015). Modern Enterprises in the Bubble: Why Big Data Matter. ACM SIGSOFT Software Engineering Notes, 1, 1–4.
Cavalcante, E., Alves, M., Batista, T., Delicato, F. & Pires, P. (2015). An Analysis of Reference Architectures for the Internet of Things. CobRA ‘15 Proceedings of the 1st International Workshop on Exploring Component-based Techniques for Constructing Reference Architectures (pp. 13–16).
Chan, Y., Hiff, S., Barclay, D. & Copeland, D. (1997). Business Strategy Orientation, Information Systems Orientation and Strategic Alignment. Information Systems Research, 8(2), 125–150.
Chi, M., Zhao, J., George, J. F., Li, Y. & Zhai, S. (2017). The influence of inter-firm IT governance strategies on relational performance: the moderation effect of information technology ambidexterity. International Journal of Information Management, 37, 43–53.
Chun, H., Kim, J., Lee, J. & Morck, R. (2004). Patterns of comovement: the role of information technology in the U.S. economy (NBER Working Paper No. 10937). Retrieved from: http://www.nber.org/papers/w10937 (date of access: 09.08.2018).
Dow, K., Weidenmier Watson, M. & Shea, V. (2017). Riding the waves of technology through the decades: the relation between industry-level information technology intensity and the cost of equity capital. International Journal of Accounting Information Systems, 25, 18–28.
Fichman, R. (2004). Real options and IT platform adoption: implications for theory and practice. Information Systems Research, 15(2), 132–154.
Forrester research (2015). Moments That Matter: Intent-Rich Moments Are Critical to Winning Today’s Consumer Journey. Retrieved from https://storage.googleapis.com/think/docs/forrester-moments-that-matter-research-study.pdf (дата обращения: 11.11.2018).
Ha, J., Yoon, J., Heo, J., Han, Y., Jung, J., Yun, Y. & Eun, S. (2015). A perspective on the IoT services through a multi- dimensional analysis. RACS Proceedings of the 2015 Conference on research in adaptive and convergent systems (pp. 479–481).
Hao, S. & Song, M. (2016). Technology-driven strategy and firm performance: are strategic capabilities missing links? Journal of Business Research, 69, 751–759.
Hauswald, R. & Marquez, R. (2003). Information technology and financial services competition. The Review of Financial Studies, 16(3), 921–948.
Hazen, B., Bradley, R., Bell, J., In, J. & Byrd, T. (2017). Enterprise architecture: a competence-based approach to achieving agility and firm performance. International Journal of Production Economics, 193, 566–577.
Hilbert, M. & López, P. (2011). The world’s technological capacity to store, communicate, and compute information. Science, 332, 60–65.
JPMorgan Chase & Co. Annual Report No. 54 (2015). Retrieved from https://www.jpmorganchase.com/corporate/inves-tor-relations/document/ar2015-lettertoshareholders.pdf (date of access: 3.11.2018).
Karimi, J., Somers, T. & Gupta, Y. (2001). Impact of information technology management practices on customer service. Journal of Management Information Systems, 17(4), 125–158.
Kearns, G. & Lederer, A. (1997). Alignment of Information Systems Plans with Business: the Impact of Competitive Advantage. Proceedings of the Second AIS Conference (pp. 840–842). Indianapolis, IN: USA.
Loebbecke, C. & Picot, A. (2015). Reflections on societal and business model transformation arising from digitization and big data analytics: a research agenda. The Journal of Strategic Information Systems, 24, 149–157.
Markovich, S. & Moenius, J. (2009). Winning while losing: competition dynamics in the presence of indirect network effects. International Journal of Industrial Organization, 27, 346–357.
Martin, L. & Nguyen-Thi, T. (2015). The Relationship between Innovation and Productivity Based on R&D and ICT Use: an Empirical Analysis of Firms in Luxembourg. Review Economique, 66(6), 1105–1130.
Nambisan, S. (2002). Complementary product integration by high-technology new ventures: the role of initial technology strategy. Management Science, 48(3), 382–398.
Nelson, K. & Cooprider, J. (1996). The Contribution of Shared Knowledge to IT Group Performance. MIS Quarterly, 20(4), 409–432.
Nielsen, N. (2016). Smartphones: so many apps, so much time. Retrieved from http://www.nielsen.com/us/en/insights/news/2014/smartphones-so-many-apps—so-much-time.html (date of access: 07.11.2018).
Pureswaran, V. & Lougee, R. (2015). The Economy of Things. Extracting new value from the Internet of Things. Mainz: IBM Institute for Business Value, 125.
Ratten, V. (2016). Continuance use intention of cloud computing: innovativeness and creativity perspectives. Journal of Business Research, 69, 1737–1740.
Reich, B. H. & Benbasat, I. (2000). Factors that influence the social dimension of alignment between business and information technology objectives. MIS Quarterly, 24(1), 81–113.
Ruutu, S., Casey, T. & Kotovirta, V. (2017). Development and competition of digital service platforms: a system dynamics approach. Technological Forecasting and Social Change, 117, 119–130.
Sung, T. (2015). Application of information technology in creative economy: manufacturing vs. creative industries. Technological Forecasting and Social Change, 96, 111–120.
Sutton, J. (2007). Sunk Costs and Market Structure: Price Competition, Advertising, and the Evolution of Concentration. London, New York: MIT Press, 592.
The Economist Intelligence Unit. Who’s big on BIG DATA? (2014). Retrieved from https://www.eiuperspectives.econo- mist.com/sites/default/files/Whosbigonbigdata.pdf (date of access: 01.11.2018).
Tang, C., Huang, T. & Wang, S. (2018). The impact of Internet of things implementation on firm performance. Telematics and Informatics. DOI: 10.1016/j.tele.2018.07.007 (date of access: 10.12.2018).
Zhou, N., Zhang, S., Chen, J. & Han, X. (2017). The role of information technologies in firms’ resource orchestration process: a case analysis of China’s “Huangshan 168”. International Journal of Information Management, 37, 713–715.
Zhu, K. & Zhou, Z. (2012). Research note: lock-in strategy in software competition: open-source software vs. proprietary software. Information Systems Research, 23(2), 536–545.