The Way to Perfection and Safety: About Motives of Business Development in the Digital Environment

Abstract

Digitalization processes affect all participants of economic relations-consumers, producers, the state. They change the forms and content of their interaction. The research objects of this article are the ongoing changes in the ways of doing business and competition of business structures, approaches to interaction with consumers and ways to meet their needs. The authors show the changing roles of the main economic agents in the digital economy. Special emphasis is placed on the study of the behavior of business structures, whose boundaries are becoming less rigid, and their activities are becoming more transparent. The article points to the emergence of alternative ways of selecting resources by business structures and changing requirements for them. New forms of formal and informal business cooperation are reflected, their advantages and disadvantages are revealed. The authors prove that only the continuous search for new effective tools to meet consumer needs and deliver pleasure to a person (on the basis of various forms of communication with the consumer) is able to ensure the success of the business structure and its competitive advantages in the digital environment. The attention of the authors is focused on the study of threats to economic security as a side effect of digitalization. They increase vulnerability of the business structure and bring it real economic damage, jeopardize the whole meaning of its existence.