FORMATION OF THE COMPANY'S ECOSYSTEM AS A BASIS FOR INCREASING BUSINESS SUSTAINABILITY

Abstract

Today, in order to have significant competitive advantages, it is not enough to simply copy the strategies of competitors and win the price, you need to transform the business and differentiate goods and services, as well as create a unique customer experience. This article focuses on the the possibilities of forming a new business model – ecosystem. Ecosystem is a new business format based on the cooperation of companies in the field of collecting and exchanging of information, which provides new opportunities to enter the market at minimal cost and create efficient combinations of resources and innovative proposals. The main characteristics as a form of business organization are highlighted in the article, it is noted that the ecosystem includes a set of elements that are dynamically evolving, interacting with each other to achieve a common goal, the advantages and disadvantages. The formation of the ecosystem is influenced by the introduction of new innovative knowledge. Digitalization promotes the idea of ecosystem development and allows it to be implemented through the use of digital platforms. Appropriate development indicators measuring is needed to identify development trends. Analysis and evaluation of the functioning of the business ecosystem are carried out on three parameters: productivity, sustainability and innovation. Unification of the parameters of the company's ecosystem and metrics for measuring performance in the medium and long term perspective allows us to trace the four basic principles of construction and organization of such systems: complexity, self-organization, coevolution and adaptation. In the near future, it is not individual businesses that will compete, but new business formats, such as ecosystems, as they can best meet the needs of consumers. This format provides a number of preferences to its participants, as it unites many companies of different profiles, meets a wide range of needs, creates a full-fledged "environment" for consumers and increases the income of companies. Companies that are already creating such an innovative environment are no longer focused only on the product but rather on building a single customer route, which greatly increases the ability to attract and retain the maximum number of consumers.