Аграрный вестник Урала № 03 (182) 2019Экономика
DEVELOPMENT OF THE INNOVATIVE ACTIVITY OF THE ENTERPRISES OF THE FOOD AND PROCESSING INDUSTRY BASED ON THE APPLICATION OF THE PLATFORM BUSINESS MODEL
More and more companies working in thefield of processing of agricultural products are showing interest in theopportunities that are opening up as a result of using the platform model ofbusiness organization. Therefore, issues related to the behavior of multi-sidedmarkets, the description of platforms and cross-network effects occupy aleading position in the research of economists around the world. The emergenceof multi-sided platforms as a new direction in business, which has largelychanged the mental attitudes of industry elites, is associated with thedevelopment of the Internet and digital technologies. The authors of thearticle identified the possibility of using multi-sided platforms not only to increase the number of participants, and, asa consequence, to obtain a network effect and sales growth, but also as a toolfor developing the innovation activities of food and processing enterprisesthat adopted the platform business model. The article defines the main functions of multi-sided platforms(attracting participants, providing communications, setting rules andstandards, creating value for all groups of participants). We study the processes of value creation, characteristic of theplatform model of business organization. It is shown that network effects are aleading factor in the effective scaling of the platform, the basis of itsattractiveness to participants. A scheme has been developed for a multi-sided platform for the food and processing industry, whichhas the ability to generate several streams of income: the first stream is fromthe interaction of an agro-industrial enterprise with suppliers; the secondstream is from the interaction of the agro-industrial enterprise with consumers;the third stream is from the interaction of suppliers with consumers of anagro-industrial enterprise. The advantages of the platformbusiness model are highlighted in comparison with the traditional linear modelof business organization of enterprises of the food and processing industry.
platform business model, multi-sided platform, network effects, innovation activity, enterprise of food and processing industry.
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