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Liburkina L. M.

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An Adaptive Model of E-Commerce Development
Kaluhina N. A.

Kaluhina, Nataliia A. (2020) “An Adaptive Model of E-Commerce Development.” Business Inform 9:298–304.
https://doi.org/10.32983/2222-4459-2020-9-298-304

Section: Management and Marketing

Article is written in Ukrainian
Downloads/views: 1

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UDC 339.13.017

Abstract:
The article is aimed at building up a model of e-commerce development adapted to the realities of our time and peculiarities of the development of infocommunications of the country. The current status of development of infocommunications is analyzed together with related activities of the enterprises, which are using the digital platforms for conduct of business. It is determined that the development of e-commerce is slowed by the inequality of access to modern information and communication technologies and low activity of certain economic actors regarding trade operations through the Internet. An adaptive model of e-commerce development is proposed, which is based on the consideration of the conditions of the external contour of development of enterprise along with the internal contour in the aspect of the existing resource base and potential development opportunities. The model requires an information base of e-commerce development processes, contains methodical principles for analyzing the internal and external contours of e-commerce development, as well as methods of forecasting changes in the external contour and determining the internal potential. The necessary element of the model is determination of the criteria for the possibility of e-commerce development in existing conditions combined with formation of a list of invariant models for different platforms, which would be the most acceptable in the conditions of external contour. The need to take into account existing cyber risks and apply measures to minimize them in the process of e-commerce development is substantiated. It is defined that the development of e-commerce leads to an effect on micro-, meso- and macro-levels, which in the end can lead to emergence of a synergistic effect. The feedback function contained in the model allows to link the stage of determining the results to the formation of invariant models of development, which should be activated in the absence of desirable results according to the selected model of e-commerce development. Further research will be directed to substantiate the criteria that determine the possibility of e-commerce development under the conditions of both internal and external contours.

Keywords: e-commerce, adaptive model, development.

Fig.: 1. Tabl.: 1. Bibl.: 13.

Kaluhina Nataliia A. – Candidate of Sciences (Economics), Associate Professor, Senior Lecturer, Department of Management and Marketing, University of Intellectual Technologies and Communications (1 Kuznechna Str., Odesa, 65029, Ukraine)
Email: [email protected]

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