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Study of Competitive Advantages of Key E-grocery Companies in Russian Market

Student: Simonenko Iuliia

Supervisor: Natalya I. Guseva

Faculty: Graduate School of Business

Educational Programme: Business Strategies: Management and Consulting (Master)

Year of Graduation: 2021

E-grocery is one of the fastest growing markets in Russia. The market showed more than 3 times growth in 2020. At the same time there are no companies on the market that would have an unconditional leadership which makes the development of key advantages of companies one of the key ones in their strategy. The aim of the work was to study the factors that influence the formation of competitive advantages of key e-grocery companies and offer recommendations for their improvement. The object of the research was the key e-grocery companies of the Russian market, the subject was the competitive advantages of these companies. The work studied the theoretical concepts of competitive advantage, analyzed the evolution of the concepts and considered the main modern theories of competitive advantage. The theory of dynamic abilities was chosen as the basic concept for the study. Since the Russian market is in a phase of active development, an analysis of key foreign companies with developed e-commerce - China, USA, Great Britain - was carried out as a comparison. The key competitive advantages of these companies are pricing policy, quality of delivery, level of service, and loyalty programs. In the empirical part of the study, the key advantages of Russian companies were highlighted and methods of forming dynamic abilities were analyzed

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