Labor Market in the Networked Economy: Marketing Approach
The spread of cloud technologies has caused profound structural changes in the labor market. As a result, the institutional transformation of market relations began, which continues to this day. The traditional labor market is gradually giving way to a networked labor market based on horizontal integration, decentralization and delegation of authority. This generates new forms and types of labor relations, changes the trends and patterns of their development. The driving force behind institutional changes is the reduction of costs and the spread of new methods of organizing labor. Instead of two main participants of labor contracts - the employer and the employee, three participants - the customer, the executor and the intermediary - operate on the network labor market. Of particular importance in these conditions are the methodological issues of the marketing concept of the network labor market, based on the analysis of the institutional behavior of its participants. The article proposes a classification of the structure and infrastructure of the network labor market, defines the methodological grounds for assessing and forecasting further institutional changes.