Development of PJSC Sberbank Business Model in the Digital Area

The COVID-19 pandemic has accelerated the fast pace of digital consumption. However, it also worsened the economic situation in the world. Thus, digital business ecosystems have been influenced by both new opportunities and new threats. In this regard, it is critically important for their management to understand how to develop their network and business model. As part of the dissertation, a methodology was proposed for identifying areas for the growth of business ecosystems, followed by an assessment of the impact of the selected solutions on the business model. To obtain these results, work has been done in various areas. The first chapter examined theoretical aspects related to the concepts of a business model and a business ecosystem. This allowed us to formulate a plan to achieve the goal and take into account all the important aspects in it. The second chapter is devoted to the description of the methodology developed by the author to identify ecosystem growth zones and identify models that contribute to achieving the intended results. In the third chapter, the application of the developed methodology to the ecosystem of Sberbank PJSC is carried out. The result is the selection of the most important areas for its development, the proposal of specific solutions and assessment of the potential effects of its implementation on the business model. This work can be continued in order to identify more specific factors affecting the development of ecosystems. This will make it possible to form a longer list of solutions for improving the network, which are more effective in their implementation. The results of the study can be used by a number of types of companies. First, existing ecosystems can use the methodology to formulate a development strategy. Secondly, it can be useful for firms wishing to become members of the ecosystem. They can evaluate their specific contribution to the development of the partner network and work to maximize this contribution, thereby increasing their value to the ecosystem. Thirdly, companies wishing to create a new ecosystem using the proposed methodology will be able to assess the market situation and their potential and competitive advantages.