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Anna Rabdanova, 2017, master's thesis

Abstract: Competition is the main driver of the economy. This phenomenon has long been of interest to economists, which subsequently resulted in the creation of several approaches to the concept of competition. Economists developed various methods for assessing competition and the competitive position of the firm. The assessment of competition and competitive position allows the company to understand the situation on the market and develop a strategy in order to take a leading position. Information and communication technologies (ICT) are rapidly developing around the world. ICT penetrate into all spheres of human life, changing human behavior, in particular our behavior as a consumer. Consumers become more IT-armed; they are no longer satisfied with traditional approaches to customers. As a result, firms also need to change, introducing ICT into their business processes. The banking sector has its own characteristics that distinguish it from other sectors of the economy. Consequently, the banking competition also has its own characteristics. Banks actively use ICT, introducing them into their internal processes, as well as in the services they provide. There are two hypotheses in this Master’s Thesis. The purpose of H1 was to investigate how ICT impacts on competitive position of banks in Russia. H2 was that the most important ICT which impacts competitive position of banks in Russia are those which improve the quality of banking services. To prove these hypotheses the case study of PJSC Sberbank was used. The analysis of current state of competition in the Russian banking market also was conducted. In the case study the bank's history was reviewed, its financial and economic activities were analyzed, and Porter’s Five Forces Analysis was conducted. Both hypotheses were accepted.
Keywords: Competition, Competitive position, Banking, ICT, Russia
Published: 26.05.2017; Views: 457; Downloads: 18
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