Дигитални технологии разтърсват конкурентната структура на търговията на дребно
Digital technologies disrupted competitive structure of retailing

Author(s): Yulia Hristova
Subject(s): Economy
Published by: Икономически университет - Варна
Keywords: competition; competitive structure;digital technologies.;
Summary/Abstract: Digitization penetrate more and more into the business world, and hence becomes a weapon of competitive struggle between traders. In the development of their competitive strategies, more and more economic agents use the achievements of the digital economy to create a product capable of satisfying the consumer's needs for purchases in convenient place, time and way, which is today's most important source of competitive advantage. In the light of free data and information traffic, the competitive structure of traditional retailing is trans-formed into the application of a omnichannel trading model, intensifying com-petition, cooperation with suppliers, the role of buyers and reducing entry barri-ers in the industry. The purpose of this paper is to describe the disruptive impact of digitalization on the competitive structure of retailing and certain technolo-gies that cause it.

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