Digital ecosystems: transformation of competitive marketing strategies in the Russian economy

The article presents a study on the transformation of competitive digital ecosystems as a new form of business organization and interaction with consumers, creating synergetic value. The purpose of this work is to identify the meaningful components of digital business ecosystems in the development of competitive marketing strategies for effective interaction with users, taking into account the profound differences in user practices depending on the generation. The key hypothesis of this study is the assumption that the choice of a competitive marketing strategy for the development of digital business ecosystems depends on such profound differences in user practices as: the balance between the complexity of services and personal data control (Z); the level of automation and manual configuration capabilities (Y); and innovation and the validity of solutions (X). The article uses a set of general scientific, quantitative and qualitative research methods,including a critical analysis of scientific literature and a qualitative comparative analysis of existing practices, which make it possible to: define the “digital business ecosystem” and identify the structural features of successful ecosystems (modularity, network effects, and unified identification); show the importance of the relationship between the architecture of platforms and the perception of services by users; conduct an in-depth interview with users of digital business ecosystems (the total sample size is 150 respondents), the results of which has revealed profound differences in user practices and has determined the principles of choosing a competitive marketing strategy for interacting with representatives depending on their belonging to a particular generation. The principles include the balance between the complexity of services and control of personal data (Z), the level of automation and the possibility of manual configuration (Y), and the innovation and reliability of solutions (X). Using the example of comparing Russian and foreign experience (in particular, the practices of Sber, Yandex, Ozon, Wildberries, Apple, etc.), the mechanisms of transformation of business models and marketing strategies in the context of an ecosystem approach, expressed in contradiction between high engagement and hypersensitivity to hyperpersonalization, are analyzed. The authors conclude that it is necessary to move from total personalization to a balanced, multi-layered model adapted to the cognitive sensitivity of different generations. The practical significance of the research lies in the possibility of applying the results obtained to develop differentiated competitive marketing strategies for digital business ecosystems.