Репозитарій ОНУ імені І.І.Мечникова

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Digital business strategies,and their implications on marketing
(Одеський національний університет ім. І. І. Мечникова, 2023) Ge Xueyang
The relevance of the research topic is due to the fact that global development has determined over the past few decades a significant transformation of the paradigm of economic development: the transition from industrial to post-industrial development, the transformation of industrial development itself in the context of the concept of transition to Industry 4.0, the transition from market-hierarchical coordination of economic entities to cluster-network, and then to cross-network cluster regionalization. There is a paradigm shift underway, according to which production is moving to digital transformation. Accordingly, this context leaves room for construction and provides significant “material” for studying perceptual processes and underlying subjective interpretations. Considering the multifaceted technological base that underpins Industry 4.0, this topic provides a broad framework for research into technology perceptions and allows for a better understanding of the factors underlying business digitalization.