Evaluating the impact of external factors on strategic positioning of the Russian marketplaces
Abstract
This article explores the impact of macroeconomic and digital factors on strategic positioning of marketplaces in the Russian e-commerce market. The primary focus is on assessing relationship between e-commerce volume and such indicators as GDP based on purchasing power parity and Internet penetration rate. The quantitative analytical meth-od is applied, incorporating both the correlation and regression approaches. Three regression models are developed – single-factor, basic two-factor, and alternative – in order to identify both structural and behavioral factors influencing development of digital trade. The results indicate that economic well-being and population's digital engagement are key drivers of growth, while marketplaces, in turn, play a systemic role in the industry's structure. The proposed methodology can be applied to assess resilience of business models and forecast financial risks for leading online platforms.
About the Authors
V. A. Kunin
St. Petersburg University of Management Technologies and Economics
Russian Federation
Russian Federation
Vladimir A. Kunin
Doctor of Economics, Professor, Professor of the Department of Management of Socio-Economic Systems of the St. Petersburg University of Management Technologies and Economics
St. Petersburg
T. R. Torpishchev
St. Petersburg University of Management Technologies and Economics; HSE University – St. Petersburg
Russian Federation
Russian Federation
Timur R. Torpishchev
senior lecturer of the HSE University – St. Petersburg, postgraduate student of St. Petersburg University of Management Technologies and Economics
St. Petersburg
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Review
For citations:
Kunin V.A., Torpishchev T.R. Evaluating the impact of external factors on strategic positioning of the Russian marketplaces. Vestnik of Samara State University of Economics. 2025;1(11):106-120. (In Russ.)
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