financeФинансы: теория и практика/Finance: Theory and PracticeFinance: Theory and Practice2587-56712587-7089Financial University under The Government of Russian Federation10.26794/2587-5671-2021-25-2-128-142finance-1189Research ArticleЦИФРОВЫЕ ТЕХНОЛОГИИDIGITAl TECHNOlOGYВлияние цифровизации бизнеса на финансовые показатели российских компанийThe Impact of Digitalization on the Financial Performance of Russian Companieshttps://orcid.org/0000-0001-7756-7513ЧеркасоваВ. А.CherkasovaV. A.

Виктория Артуровна Черкасова — кандидат экономических наук, доцент Школы финансов 

Москва

 

Victoria A. Cherkasova — Cand. Sci. (Econ.), Assoc. Prof., School of Finance

Moscow

vcherkasova@hse.ruhttps://orcid.org/0000-0002-6430-6071СлепушенкоГ. А.SlepushenkoG. A.

Георгий Андреевич Слепушенко — аналитик отдела колсалтинга

Москва

 

Georgy A. Slepushenko — analyst, consulting Department

Moscow

slepushenko@gmail.comНациональный исследовательский университет «Высшая школа экономики»РоссияNational Research University Higher School of EconomicsRussian FederationООО «Маккинзи и Компания СиАйЭс»Россия“McKinsey and Company CIS”Russian Federation202129042021252128142Copyright © Черкасова В.А., Слепушенко Г.А., 20212021Черкасова В.А., Слепушенко Г.А.Cherkasova V.A., Slepushenko G.A.Данная работа распространяется под лицензией Creative Commons Attribution 4.0.This work is licensed under a Creative Commons Attribution 4.0 License.https://financetp.fa.ru/jour/article/view/1189

Цифровизация является для России одной из наиболее актуальных проблем, она необходима компаниям для получения конкурентных преимуществ, повышения их эффективности и улучшения бизнес-показателей. Цель исследования — выявить зависимость между финансовыми показателями российских компаний и степенью цифровизации их бизнес-процессов. В качестве основного финансового показателя выбрана операционная прибыль, которая отражает результаты текущей основной деятельности компаний. Для расчета индекса цифровизации взяты информационные данные компании McKinsey на основе шести измерений: цифровой маркетинг, опыт работы с цифровыми продуктами, электронная коммерция, электронное управление взаимоотношениями с клиентами (E-CRM), социальные сети. В качестве метода исследования для тестирования выдвинутых гипотез использован регрессионный анализ данных 482 компаний из 20 отраслей за период 2017–2019 гг. В результате исследования выявлено, что индекс цифровизации положительно влияет на операционную эффективность компаний, однако степень влияния разная в зависимости от индустрии, возраста и размера предприятия. Сделан вывод, что наибольший эффект от цифровизации наблюдается среди предприятий с традиционно высокой цифровой зрелостью. Это компании из отрасли финансов, технологий или связи, где цифровизация бизнеса жизненно необходима и где замедление процессов в цифровой трансформации может переместить такие предприятия далеко назад в рейтинге. Оценка влияния цифровизации российских компаний на их операционную деятельность позволит менеджменту компаний выбрать правильную стратегию в вопросах цифровых преобразований, которая обеспечит конкурентоспособность компании, повысит ее финансовую эффективность и будет способствовать ее развитию. В масштабе всей страны результаты данного исследования могут помочь принятию решений о том, какие отрасли субсидировать на цифровые инновации и стоит ли это делать.

Digitalization is one of the most urgent problems for Russia; companies need to gain a competitive advantage, increase their efficiency and improve business performance. The aim of the study is to identify the relationship between the financial performance of Russian companies and the degree of digitalization of their business processes. Operating profit was chosen as the main financial indicator reflecting the results of the current core activities of the companies. To calculate the digitalization index, McKinsey information data was taken on six parameters: digital marketing, digital product experience, e-commerce, electronic customer relationship management (E-CRM), social networks. The authors used regression analysis of data from 482 companies from 20 industries for the period 2017–2019 as a research method for testing the hypotheses. The findings of the study revealed that the digitalization index has a positive effect on the operational efficiency of companies, but the degree of influence differs depending on the industry, age, and size of the enterprise. The authors concluded that the greatest effect from digitalization is observed among companies with traditionally high digital maturity. These are companies from the financial, technology, or communications industry, where business digitalization is vital and where a slowdown in digital transformation processes can push such enterprises far back in the ranking. Assessing the impact of digitalization of Russian companies on their operational activities will allow the management of companies to choose the right strategy in matters of digital transformation, which will ensure the company’s competitiveness, increase its efficiency and contribute to its development. On a national scale, the results of this study can help decide which industries should be subsidized for digital innovation.

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The authors declare that there are no conflicts of interest present.