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LEADERS OF CHANGE KEY STRATEGIC INSTRUMENTS: MARKETPLACES AS THE BASIS OF THE UBERIZATION MODEL FOR MANAGING GLOBAL COMPANIES |
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| รหัสดีโอไอ | |
| Creator | Mariya A. Gurina, Yuliya V. Rumyantseva, Tatiana I. Liberman, Irina S. Shchetinina |
| Title | LEADERS OF CHANGE KEY STRATEGIC INSTRUMENTS: MARKETPLACES AS THE BASIS OF THE UBERIZATION MODEL FOR MANAGING GLOBAL COMPANIES |
| Contributor | - |
| Publisher | TuEngr Group |
| Publication Year | 2563 |
| Journal Title | International Transaction Journal of Engineering, Management, & Applied Sciences & Technologies |
| Journal Vol. | 11 |
| Journal No. | 2 |
| Page no. | 11A02A: 1-12 |
| Keyword | Uberization model, marketplace, Strategy of leaders of change, Digital platform, Digital economy, Digital marketing, Ecommerce market, Innovative disruptive technologies. |
| URL Website | http://TuEngr.com/Vol11_2.html |
| Website title | ITJEMAST V11(2) 2020 @ TuEngr.com |
| ISSN | 2228-9860 |
| Abstract | The article discusses the main development trends of global companies in the context of the propagation of the Uberization management model. The dynamics of changes in the list of the world's largest corporations S&P500 are assessed; problems and reasons for the sudden change in the rating are identified. The study examines the key strategic instruments of the leaders of change in the context of the growing dominance of digital platforms, which rely on the creation of new products, business models and new customer service options. The authors argue that in recent years, Russian players have been actively using marketplace-based Uberization processes, trying to enter the online trading market. The review of marketplaces given in the study shows their active application in the field of staff recruitment and consulting, in the field of travel, medical work, small and medium-sized businesses, trade, banking and insurance, crowdfunding. Marketplace technology is relevant for a large number of industries, as this is a simple way to expand the range without increasing costs. Thus, companies are moving towards information transformation, using marketplaces as the foundation of the uber-model. This leads to the expansion of outlets, logistics opportunities and an increase in the customer base, affecting all sectors of the economy, encouraging the growth of new players, creating new markets for opportunities and changes the competitive environment. |
