Competitiveness Promotion of International Educational Projects within the Context of Digitalization (the Case of Kaspersky lab)

The digitalization is the driver of changes in the sphere of educational business in the international arena because it compels companies to adapt to a new context of competition, which is characterized by the constant introduction of innovative practices and orientation towards the consumer. Furthermore, researchers focused on the analysis of the overall effect of the digitalization on the competitiveness strategies of firms in the EdTech market. However, researchers have somewhat neglected the competitiveness strategies of non-educational companies that may make competition to educational startups and universities. This study aims to evaluate the impact of digitalization on the development of competitiveness promotion of non-educational companies like Kaspersky Lab in the EdTech market. This study also focuses on defining the optimal processes of competitive struggling in the context of digitalization. This research will employ a multimethod research design using both quantitative and qualitative methods of data analysis. To collect relevant data, we will analyze the annual budgetary and sustainability reports of EdTech market leaders, studies conducted by Russian and foreign business experts and market reviews conducted by large educational projects. To identify which method of competitiveness is more effective we will use matrix analysis methods. Keywords: competitiveness promotion strategies, EdTech market, digital transformation, educational startup, online education, industry 4.0.