DOI: 10.3897/brics-econ.7.e162186

Authors: Vladislav Vertogradov

Abstract: This paper explores the development of competition in the Russian marketplace sector from 2016 to 2024. To assess market power and differences between major companies, the study uses Data Insight ratings, which include online sales volume, number of orders, and average order value. These indicators enabled the construction of a strength–variety (SV) matrix that integrates the Herfindhal–Hirschmann Index and the Linde Index. Drawing on Russian and international literature, this paper identifies four groups of factors underlying marketplace competitive advantages: pricing strategy, logistics, marketing and technological innovation. It then compares major market players, namely Wildberries, Ozon, Megamarket, AliExpress Russia, Yandex Market and Magnit Market, with respect to each of these factors. In the medium term, the combination of advanced technological solutions and flexible delivery services is expected to be the primary competitive axis, which suggests further research into the impact of digital transformation on market-share dynamics.

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DOI: 10.3897/brics-econ.6.e145277

Authors: Diana Mikhajlenko, Natalia Kononkova

Abstract: This paper examines the sharing economy as an advanced model of interaction between economic agents that helps them mitigate resource constraints and rapidly meet producers’ and consumers’ needs in the face of new challenges. We found the benefits of collaborative consumption, or sharing, to be largely determined by the level of trust in society, development of technological base and adaptation of legal framework to digital transformation of the national economy. Based on the evidence from Russia and Brazil, we classify the factors that determine the sharing economy development and identify effective instruments of regulating sharing relations. The results indicate that regulatory “sandboxes” appear to be most appropriate as they allow participants to test innovations of substantial public importance that lie outside the scope of existing legislative norms.

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DOI: 10.3897/brics-econ.3.e98753

Authors: Alina Steblyanskaya, Sergey Bobylev, Yan Jun

Abstract: -

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DOI: 10.3897/brics-econ.3.e97857

Authors: Ekaterina Buzulukova, Alina Kobets

Abstract: The mobile games industry has become one of the most popular areas of mobile application development over the past five years. In-app purchases (IAP) are extremely valuable for developers/publishers, and they are interested in promoting them to users. However, previous research revealed differences between drivers of IAP for users from various countries. Authors compare drivers of Russian players and other emerging countries users. The design of the study consists of in-depth interviews with Russian users, followed by a quantitative survey that helps to identify the main drivers of in-app purchases. We found differences in the significance and the list of the drivers for Russian players. Cluster analysis allowed us to identify diverse segments with different priorities, so to be successful, game developers should dive into the peculiarities of the behavior of players in a particular country.

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