Digital changes in the economy: advanced opportunities for digital innovation

The present study was carried out using the methods of system approach, as well as statistical and economic analysis. Over the past two decades, Industry 4.0, having impact on organizations, industries, and consumer markets, has created new models of interaction between market participants, i.e. the business environment.

International Journal of Management (IJM) Volume 11, Issue 3, March 2020, pp 457–466, Article ID: IJM_11_03_049 Available online at http://www.iaeme.com/ijm/issues.asp?JType=IJM&VType=11&IType=3 Journal Impact Factor (2020): 10.1471 (Calculated by GISI) www.jifactor.com ISSN Print: 0976-6502 and ISSN Online: 0976-6510 © IAEME Publication Scopus Indexed DIGITAL CHANGES IN THE ECONOMY: ADVANCED OPPORTUNITIES FOR DIGITAL INNOVATION Olga Vladimirovna Glinkina Russian New University, 22 Radio St., Moscow, 105005, Russia Svetlana Aleksandrovna Ganina Russian New University, Moscow, Russia Anna Viktorovna Maslennikova Russian New University, Moscow, Russia Tatyana Anatolevna Solostina Russian New University, Moscow, Russia Marina ViktorovnaSoloveva Financial University under the Government of the Russian Federation, Leningradsky Prospekt, 49, Moscow, 125993, Russia ABSTRACT The article considers the main changes taking place in the economy due to the development of information technologies Industry 4.0, the fourth industrial revolution, the digitalization of the economy, and digital management are exactly the new realities in management that are rapidly changing the social production and the life of society in general Many researchers speak of an unprecedented rate of change But in order to be able to take advantage of progress, one needs a flexible environment ready for constant updates At that, the main components of such an environment should be innovative technological infrastructure and psychological readiness of contemporary society, business, and the state to master advanced technologies and use them in their activities It is these factors that influence digitalization as a phenomenon that creates a new level of development of the economic and social sector, the effectiveness of public administration, corresponding to the concept of Smart State The present study was carried out using the methods of system approach, as well as statistical and economic analysis Over the past two decades, Industry 4.0, having impact on organizations, industries, and consumer markets, has created new models of interaction between market participants, i.e the business environment http://www.iaeme.com/IJM/index.asp 457 editor@iaeme.com Olga Vladimirovna Glinkina, Svetlana Aleksandrovna Ganina, Anna Viktorovna Maslennikova, Tatyana Anatolevna Solostina and Marina ViktorovnaSoloveva Keywords: Artificial Intelligence, B2B, B2C, E-Commerce, Industry 4.0, Internet of Things Abbreviations: AI, artificial intelligence; B2B, business-to-business; B2C, businessto-consumer; DT, digital technologies; FMCG, fast-moving consumer goods; IoT, Internet of things; IT, information technology Cite this Article: Olga Vladimirovna Glinkina, Svetlana Aleksandrovna Ganina, Anna Viktorovna Maslennikova, Tatyana Anatolevna Solostina and Marina ViktorovnaSoloveva, Digital Changes In The Economy: Advanced Opportunities For Digital Innovation, International Journal of Management (IJM), 11 (3), 2020, pp 457– 466 http://www.iaeme.com/IJM/issues.asp?JType=IJM&VType=11&IType=3 INTRODUCTION Due to the rapid development of information technologies at the present stage, and rapid penetration of these technologies into the market environment, one can observe an avalanche of changes in the business environment and the relationships between market participants The terms of economy digitalization, Internet of things, technological entrepreneurship, and digital society appear increasingly in scientific publications, proceedings of scientific conferences, and forums The question arises as to what are the milestones, criteria, or signs which manifest the implementation of the 4th industrial revolution today? First of all, it is possible to distinguish modern technologies that actively penetrate into the business These are business virtualization, the emergence of e-commerce, the development of B2B, B2C, and other markets, artificial intelligence (AI) technology, machine learning, the Internet of things (IoT), blockchain, and others The main goal is to identify the areas of the actual application of digital technologies in the context of contemporary entrepreneurship and business METHODS 2.1 General description The methods of system approach, as well as statistical and economic analysis, were used for the present study 2.2 E-commerce tools: some ways to improve customer satisfaction The analysis of the changes associated with the emergence of new levels of relationships between business participants, namely B2B and B2C markets, and new ways to influence customer satisfaction is conducted below Business-to-business (B2B) stands for activity in which a supplier company provides its product or service to other businesses In contrast to conventional trade, business-to-consumer (B2C) stands for selling products or services to customers who will use this product or service to meet their needs as end-users The key difference between B2B and B2C markets is the enduser of products and services In the first case these are companies, i.e legal entities, while in the second case these are ordinary consumers Another difference is that the volume of B2B transactions is larger than that of B2C When developing a marketing plan, it is necessary to consider a number of fundamental differences between B2B and B2C markets It is first necessary to consider the concepts of buyer and consumer In B2C, the buyer and the consumer are the same people who buy a product or service in order to meet their personal needs In B2B sales, the buyer is not the enduser Moreover, the properties that a product or service possesses are not always the only factor http://www.iaeme.com/IJM/index.asp 458 editor@iaeme.com Digital Changes In The Economy: Advanced Opportunities For Digital Innovation influencing the successful conclusion of a transaction In the B2B, an important role is played by the relationship between the seller and the buyer, favorable cooperation with the client In particular, the purpose of purchasing a product or service follows from the noted distinction In B2C operations, the goal is to meet the needs of the consumer, while in B2B transactions it is further production of goods or services (Ganina, 2018) Thus, in the first case, goods and services are purchased to meet consumer needs, while in the second  to obtain or increase profits Another major difference is the way of communication A large amount of money is allocated for advertising of goods and services intended for end-user Therefore, when going to the store, the buyer usually knows what kind of product he needs, and in this case, little depends on the seller, though in some cases seller still can affect the choice of the buyer In cases with the B2B market, there is not much advertising, so a qualified seller will greatly influence the consumer’s decision In order to fully meet customer needs and increase profits, companies involved in B2B must stop imitating consumer brands and understand what their own customers’ value Senior executives at B2B companies are committed to helping their customers increase sales and margins However, there is a very little systematic framework for targeting its customers Most of what B2B companies depends on reworked concepts from consumer companies Consumer goods and services focus on consumer experience, consumer pleasure, as well as hedonic consumption, and rightly so But the B2B has so many utilitarian cost drivers, such as sales, bidding, billing, and project management that go beyond the empirical aspects of cost Simply put, B2B customers differ from traditional consumers of goods and services (Ganina, 2019) Thus, B2B companies differ essentially from B2C companies Former tend to sell complicated products and services that are purchased by customers through a systematic buying process involving multiple stakeholders such as end-users, appraisers, and purchasing managers In terms of consumption, B2B cycles are longer and more complex, sometimes lasting several decades and involving hundreds of employees Given these differences, B2B companies can meet the needs of their customers by developing new competencies The CCUBESTM study has identified six client competencies related to B2B clients (C-Cubes, 2017) Unlike functional competencies such as technology, finance, innovation or creativity related to the core business of the company, the six client competencies are based on six specific areas of values perceived by the B2B client Each of these competencies is an element of interaction focused on meeting the needs of the client Functional competencies are necessary to ensure the perception of the initial value associated with these competencies However, superiority in functional competencies is not enough if they cannot fully meet the client’s needs Customer value is linked to six customer competencies These competencies were developed in the framework of a research project by scientists at Rice University, Texas, and the University of Iowa (1) (Mittal, 2018) They are based on open interviews and surveys of more than 600 managers and executives from suppliers and customers of B2B companies Below are six client competencies related to B2B clients.s Bidding and sales process While ordinary consumers respond primarily to prices displayed in stores, B2B buyers typically go through a complex bidding and selling process Customers evaluate the accuracy of the proposals based on understanding and taking into account all the needs of the customer, as well as the competence of the sales department When conducting the survey, respondents noted the importance of the sales department in the course of developing proposals The relationship properly established by the sales department with the http://www.iaeme.com/IJM/index.asp 459 editor@iaeme.com Olga Vladimirovna Glinkina, Svetlana Aleksandrovna Ganina, Anna Viktorovna Maslennikova, Tatyana Anatolevna Solostina and Marina ViktorovnaSoloveva client, as well as the information collected serve the basis for the development of the offer most optimal for the customer Quality of products and services Products and services in B2B can be complex, ranging from multi-year service contracts to a full-fledged power plant construction project For B2B companies, the quality of product and service is the main element of the developed proposals for all customers Respondents describe this competency as an unconditional need for the proposal to meet the technical characteristics of the equipment and service personnel Billing and pricing refer to customers' perception of the extent to which pricing and billing processes are fair and competitive Therefore, the principle of low prices is not relevant Respondents prefer companies that offer a fair price and not change it in the course of the order fulfillment Communication is a key component that can reduce the perceived value of the company to the customer As a competence, communication represents the degree of perceptivity of a firm The feedback provided by the supplier, as well as the accuracy and relevance of the information, are particularly important for customers Respondents described companies succeeding in this competency through business experience with firms that gave customers the attention necessary for timely communication in the course of working on the order Security refers to the customer's perception of the extent to which the supplier ensures the safety of products, customers, and employees Safety is a critical competency, especially in the context of B2B, including the oil and gas industry, manufacturing, transportation, nuclear power, and waste management When the security survey was conducted, clients described it as a necessity arising in the project implementation, especially in the presence of complex tasks, and noted the importance of maintaining a low incident rate Sustainability and social responsibility are essential elements of B2B customer value and reflect the consumer's perception of the extent to which the supplier voluntarily addresses the interests of society and stakeholders in its work (Maslennikova, 2016) In relation to the client, these competencies affect the entire process of selecting a supplier According to the study, by focusing on these six competencies B2B companies can meet more than 70% of their customers' needs These competencies are integral elements of sales and gross margin even after statistical consideration of a number of factors relevant to the customer, such as the volume of purchases and their frequency, factors relevant to the company, such as the company’s size and risk, as well as industry sector factors, for example, industry competitiveness Thus, meeting the needs of customers by mastering these six competencies also achieves the goals of shareholders Also, these six competencies cover a wide range of B2B companies and play a key role in increasing sales and profitability, providing customer value to almost all B2B firms Thus, B2B companies no longer have to emulate B2C companies to develop a competitive advantage The competitive advantage of B2B firms lies in these six specific competencies, and despite they deceptively seem simple, developing them can be quite problematic They cannot be achieved just through marketing, finance, innovation, services or sales The implementation of each competency will require a cross-functional approach to ensure the value perceived by B2B customers (Glinkina, 2019) To focus on these competencies, companies will need to measure them through key processes and metrics, understand the relative importance of these competencies to customers, and relate them to sales and margins The development of these competencies will help drawing up a plan to achieve significant improvements in increasing the attractiveness of the company to customers and shareholders 2.3 IoT on FMCG market http://www.iaeme.com/IJM/index.asp 460 editor@iaeme.com Digital Changes In The Economy: Advanced Opportunities For Digital Innovation IoT is a technology that represents a computer network of physical objects connected to each other via the Internet, which is able to collect and exchange data The concept of IoT considers any organization as a certain phenomenon that has the ability to restructure economic and social processes Fast-moving consumer goods (FMCG) are a group of everyday goods that have a short cycle of turnover and are intended for private consumption The FMCG market is a market that unites manufacturers of fast-moving consumer goods According to the researchers, IoT technology can be applied in various sectors of the economy A good example of such a successful application of IoT in the FMCG market is TagSmart (2) The aim of the project was to find ways to combine the IoT technology with detailed information about goods, which, as a result, made the usual QR code smarter This technology is based on characters that are printed with a special ink that changes color depending on exposure factors (for example, depending on temperature changes) To test the development, two FMCG manufacturers were selected (meaning manufacturers of fast-moving consumer goods): meat products manufacturer, and wine manufacturer Smart QR codes were attached to each product Customers had the opportunity to scan product codes using a special application and determine the characteristics of the product (Regent, 2019), such as, for example, the freshness of meat products, shelf life, and others At that, if for example, the temperature of the good was increased up to invalid value during storage, the code indicated the impossibility to use this item since the storage rules were violated In addition, the smart code contains the date of the goods production, the number of days stored on the shelf, and other equally important characteristics Each scan of a unit of goods gives the opportunity to automatically send information, first of all, to the manufacturer and retailer, which makes the product life cycle very transparent One more important feature is that if the product has a limited shelf life, then 1-2 days before its expiration, a system of discounts is provided, which is formed by the system itself, while the consumer can identify this by scanning the QR code of the product and take advantage of the discount In the future, this system will take into account the individual preferences of the consumer This will be expressed in the fact that any customer will be able to send their wishes for the product directly to the manufacturer, using a specific unique product code At that, it is planned to apply such technology in different areas Certainly, these technologies violate the established relations in the markets between its participants Today, the relations between the participants in the B2B market undergo transformation due to the implementation of IoT technology Scientists of the Financial University under the Government of the Russian Federation conducted a study to assess the effectiveness of ways to regulate such relationships, as well as the main value orientations (Trachuk, Linder, 2018) 2.4 Algorithm Standard characteristics were taken to assess the system of relationship (Figure 1): http://www.iaeme.com/IJM/index.asp 461 editor@iaeme.com Olga Vladimirovna Glinkina, Svetlana Aleksandrovna Ganina, Anna Viktorovna Maslennikova, Tatyana Anatolevna Solostina and Marina ViktorovnaSoloveva ASSESSMENT OF RELATIONS WITH PARTNERS The qualitative aspect The value of the relationship Trust of the parties Financial profit Product quality Nonfinancial profit-trust Level of satisfaction Commitment to the relationships Conflict resolution Investment readiness, etc Figure Criteria to assess the effectiveness of relationships regulatory methods in the B2B market Studies have revealed a rather skeptical attitude of Russian top managers to the results of the implementation of new technologies that is quite understandable, because if these changes would concern the entire production, the industry in general, then the effect of increasing productivity, profitability, higher product quality, and therefore the satisfaction of partners in terms of levels of relationships will be higher At that, scientists and entrepreneurs, as well as top managers understand that changes have already begun, and first of all they affect technologies such as big data, blockchain, cybersecurity, and smart manufacturing It is them that form the basis of economy digitalization, and each country already has its own experience and the first results in this direction (Shpilkina, Zhidkova, Rybyakova, 2018) The leaders are countries such as the USA, some Western European countries, and China According to analysts, Russia still has modest achievements: thus, in the structure of GDP, the proportion of the digital economy is estimated at about 3.9% It should be noted that there are also changes in the marketing field under the influence of the rapid development of IT technologies, as well as new forms of communication interactions Consumer research is moving to a new level based on the use of more objective methods Neuromarketing, as an applied branch of neuroeconomics, makes it possible to study human psychophysiology in the implementation of consumer choice Furthermore, the financial market is another promising area to implement neuromarketing technologies (artificial neural networks, machine learning, social scoring, etc.) Based on the assessment of the Neuronet(3) industry union, prospects for the neurotechnologies development and promotion in Russia, as well as neurotechnology research market may amount to more than 100 bln USD by 2020, while about 1.8 trillion USD – by 2035 In addition, these technologies are also taken into account in strategic planning at the state level, in particular, in the National Program "Digital Economy of the Russian Federation" (Cifrovaya ekonomika Rossijskoj Federacii, 2017), where emphasis is made on neurotechnology and AI In this regard, the analysis of the state and possible options for the neuromarketing research markets development, both international and Russian, is of particular interest The results of such an analysis can become the basis for research (applied and fundamental) aimed at not only solving problems http://www.iaeme.com/IJM/index.asp 462 editor@iaeme.com Digital Changes In The Economy: Advanced Opportunities For Digital Innovation related to the promotion of products of Russian manufacturers but also increasing their competitiveness through deeper understanding of consumer preferences RESULTS AND DISCUSSION In fact, digital technologies (DT) influenced the creation of the second economy, i.e virtual, autonomous economy, which in essence, had changed the modern era Since the 1970s, with a periodicity of about 20 years, digital technologies produce a qualitatively new change associated with the emergence of key technologies that cause specific changes in the economy One can trace conditionally stages of the occurred economic revolutions in IT sector The first "economic revolution" (1970-1990) is associated with the appearance of the first integrated circuits, miniature processors, and memory blocks on tiny devices – microchips, which significantly increased the computing speed This enabled managers to monitor real-time inventory at enterprises, and engineers – to automate design processes using the software, as well as to get other possibilities (Glinkina, 2014) That is, for the first time, the economy received the support in form of advanced computational technology that allowed fundamentally changing the quality of life The second "economic revolution" (1990-2010) made it possible to communicate with digital processes by means of local and global computer networks This contributed to the formation of the virtual commercial space of the Internet, the emergence of web services, and cloud technologies Now the computing resources shared by all became available through the cloud, which has created the possibility of communication for all network elements During this period, a virtual economy of interconnected systems (machines, software) and processes appeared that contributed to the emergence of another feature – the implementation of physical actions in the digital environment In addition, the geographical location of business entities (manufacturers, suppliers, and consumers) gradually lost its importance Therefore, it became possible for moving production to cheaper countries, abroad, with a concentration of plants in Mexico, China, or Ireland This resulted in the economic globalization process The third "economic revolution" (2010 to date) is associated, at first glance, with minor changes – the emergence of cheap, widely used sensors that instantly deliver a huge amount of data The development of AI systems has led to the creation of smart algorithms which are able to recognize objects, make it possible to implement computer vision, voice and facial recognition systems, the ability to communicate with a computer (based on the natural language processing system) as a person, as well as take advantage of a digital assistant both in business and everyday life It was unique that such algorithms were created not on the basis of symbolic logic with rules and grammar (taking into account all exceptions), but by forming associations through the use of large data arrays, and smart statistical methods Naturally, that currently these techniques are adapted to a specific area – for example, the algorithm which recognizes human speech by lips cannot recognize faces But most importantly, computers – these technical devices – have begun to what was previously thought only a living person could, namely, create associations The emergence of associative intelligence in machines, on the one hand, characterizes the expansion of digital technology capabilities, while on the other hand, the concept of intelligence in relation to computer systems does not mean conscious thinking, but only a certain ability to perceive the situation and produce appropriate actions For example, if an intelligent algorithm helps the aircraft to avoid a collision in the air, then, in fact, a perception of the situation becomes possible by means of special sensors that compute the possible consequences, selecting one of them and performing the appropriate actions to change the aircraft trajectory http://www.iaeme.com/IJM/index.asp 463 editor@iaeme.com Olga Vladimirovna Glinkina, Svetlana Aleksandrovna Ganina, Anna Viktorovna Maslennikova, Tatyana Anatolevna Solostina and Marina ViktorovnaSoloveva There is no need to have a controller at the center of this intelligence since the necessary actions are likely to be a property of the entire system There is already a lot of talk about a driverless transport system using smart AI-based technology At that, this smart technology is based on the system of autonomous cars moving along special lanes that will be able to interact with each other and avoid accidents It is supposed to place special markers, or sensors along the road, which, will transmit the necessary information as the car approaches the sensor In this case, due to the constant dialogue of such devices, the emergence of collective actions will occur, which is considered by scientists as intellectual actions and is interpreted as associative intelligence This type of intelligence is characterized as dynamic, adaptable, self-organizing and, to a certain extent, autonomous system (dialogues and resulting actions will be carried out, to a certain extent, without human intervention) This is exactly a phenomenon, where intelligence no longer belongs to individual people, i.e operators, while becomes a part of the virtual economy, that is, external to the person Such system creates a lot of opportunities but also makes one think about the possible consequences Thus, the world faces a symbiosis of different types of economy, namely, the physical economy, which is focused on requirements and requests, as well as the virtual economy, which deals with verification, communication, external calculations, and reporting to the physical economy, which responds and performs specific actions (Agentstvo strategicheskih iniciativ, n.d.) At that, the virtual economy is not only the IoT but a source of intellectual actions, external to working people, and the transition from internal to external intellect is of great importance for the future of the economy in general CONCLUSION How will this affect the business? Already today, companies have begun to use logistics management technologies such as telematics, computer telephony, voice technology, and other technologies to automate services, products, and value creation and supply chains It is assumed that more radical transformations will emerge when companies start to combine elements of external intellect, and creating new business models Today’s businessmen, when searching created virtual structures in the toolkit or the library, can use them to build new, progressive business models like educational designer kit For example, one of these structures is blockchain technology (a digital system that performs and registers financial transactions), while the other structure is bitcoin (an international digital currency) These structures are external accessible building elements that are created from the basic elements of intelligent algorithms and data [6] Their use will result not just in the automation of industries and the replacement of people by machines, but the very architecture of process execution will change, which will either make industries modern, or they will simply cease to exist Large enterprises have an opportunity to build systems of external intellect by themselves, for example, to create databases for storage of confidential information, or to develop autonomous air traffic control systems (especially because many companies already declared possibility of serial production of flying cars in the next five years), or to carry out medical diagnostics at a qualitatively new level, thus providing intellectual behavior with their help But the advantages associated with the size of the company or early entry into the market are still limited since it is difficult to become the sole owner of the components of external intellect, which will gradually still become common property Besides, owning big data is quite problematic, especially if data can be collected from accessible sources Therefore, it is predicted that the future is associated with the emergence of large technology companies and shared free autonomous resources Also, absolutely new industries that will radically change the business environment architecture will emerge http://www.iaeme.com/IJM/index.asp 464 editor@iaeme.com Digital Changes In The Economy: Advanced Opportunities For Digital Innovation REFERENCES [1] [2] [3] [4] [5] [6] [7] [8] [9] [10] [11] [12] [13] Ganina, S.A Cifrovizaciya ekonomiki kak faktor formirovaniya novogo podhoda k chelovecheskomu kapitalu [Digitalization of the economy as a factor to form a new approach to human capital] Proceedings of the all-Russian science-to-practice conference "Artificial intelligence and financial management" Moscow: Institute of the Digital Economy, 2018 Ganina, S.A Instrumenty upravleniya chelovecheskim i intellektual'nym kapitalom kompanii v usloviyah cifrovoj ekonomiki [Managerial tools of human and intellectual capital of the company in the context of the digital economy] Bulletin of RoNOU, 3, 2019, pp 20-25 CCubes.B2BBenchmark.2017.Retrievedfromhttp://ccubes.net/wpcontent/uploads/2018/0 3/StateofB2BReport.Final.pdf Mittal, V Ways B-to-B customers are unique and how to satisfy them, 2018 Retrieved from: https://www.ama.org/publications/MarketingNews/Pages/6-ways-b2b-customersare-unique-and-how-to-satisfy-them.aspx Maslennikova, A.V Dinamicheskaya model' mezhregional'nogo razvitiya RF dlya issledovaniya strategij upravleniya social'no-ekonomicheskimi regional'nymi processami [Dynamic model of interregional development of the Russian Federation for the study of management strategies of socio-economic regional processes] Proceedings of the 17th International scientific conference «The civilization of knowledge Russian realities» Moscow: RosNOU, 2016, pp 387-390 Glinkina, O.V Global'nye transformacii epohi cifrovoj ekonomiki [Global transformations of digital economy epoch] In: Modern tendencies of digital economy development: Realities, problems, and influence on finances Moscow: RUSAINS, 2019, pp 13-20 Regent, T.M O vozmozhnostyah razvitiya cifrovoj ekonomiki v Rossii [On opportunities for the development of the digital economy in Russia] In: Modern trends in the development of the digital economy: Realities, problems, and impact on finance Moscow: RUSAINS, 2019, pp 20-26 Trachuk, A.V., Linder, N.V Chetvertaya promyshlennaya revolyuciya: kak vliyaet internet veshchej na vzaimodejstvie promyshlennyh kompanij s partnerami? 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