Big Data as a Factor of Industry Market Entry
Over the past few years, the Russian expert and scientific community has registered a significant increase in professional interest in the problem of using the capabilities of big data and algorithms for processing them as effective tools for shaping the market advantages of firms, as well as tools for limiting competition in commodity markets. At the same time, in theoretical and practical terms, this urgent issue is still very poorly studied. This article examines certain aspects of the influence of big data control on the dynamics of markets. The authors aim to develop the theory of the issue of the modem typology of entry barriers and to expand scientific ideas about new tools for limiting competition in commodity markets. The authors state that the potential of big data control as a factor that restricts the entry of new operators is manifested in the restriction of access to big data sources and the technological infrastructure of their processing, in the effects of the “positive feedback loop”, and in new opportunities for a cooperative behavior of firms. The authors are convinced that the ability of firms to qualitatively structure data and work in real time with relevant data sets is of fundamental importance for the stability of firms’ market positions today. In the development of the discussion, alternative opinions on the issue are also given. Separately, the authors discuss the effects of using big data on consumer welfare, as well as the associated privacy concerns. The authors note that the ability of firms to guarantee confidentiality in the consumption process creates new points of growth in competitiveness and new types of entry barriers.