The Role of B2B E-Commerce Tools in the Strategies of Russian Agro-Industrial Holdings in the Meat Industry

Aim. The presented study aims to substantiate the strategic role of B2B e-commerce tools for agro-industrial holdings in the Russian meat industry.

Tasks.The authors identify global and national trends and patterns that increase the importance of e-commerce in the exchange of goods between companies; determine the role of B2B e-commerce tools in the strategic management systems of agro-industrial holdings; illustrate the strategic importance of B2B e-commerce tools for the development of agro-industrial holdings.

Methods.This study uses the theory of strategy and the strategizing methodology developed by foreign member of the Russian Academy of Sciences (RAS), PhD in Economics, Professor V.L. Kvint to evaluate the role of B2B e-commerce tools in the strategies of agro-industrial holdings in the Russian meat industry. The positive effect of these tools on the population’s quality of life is highlighted as the main reference point of any strategy.

Results. Global trends in the fields of robotics, digitalization, and global epidemics are increasing the importance of e-commerce, including in the meat industry, where agro-industrial holdings have a high potential to take leading positions. The urgency of seizing this opportunity is emphasized by the complex economic, political, and epidemiological situation that dictates the need for the strategic modernization of business. The theory of strategy and the strategizing methodology developed by V.L. Kvint define innovation as a source of strategic advantage. When considered from the perspective of Schumpeter’s concept of new combinations, B2B e-commerce tools can serve the purpose of reorganizing and developing a new sales market, making it possible to accelerate turnover with partners, increase the speed of demand analysis and sales management, optimize a number of key business processes, provide a flexible pricing policy, improve the image of enterprises, and create a strategic supply of demand for emergency periods.

Conclusions. The introduction and use of B2B e-commerce tools can provide a number of competitive advantages for agro-industrial holdings, increasing their sustainability during emergency periods and improving the physical and economic accessibility of meat products to consumers.

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