Article - Problems of Modern Economics

Makarov V. V.
Department of Data Economics, M.A. Bonch-Bruevich St. Petersburg State University of Telecommunications, PhD (Economics), Professor
Kalimullina O. V.
Associate Professor, Department of Data Economics, M.A. Bonch-Bruevich St. Petersburg State University of Telecommunications, Associate Professor, Department of Marketing, St. Petersburg University of Economics, PhD (Economics)
Mershieva A. R.
MA student, Chair of the International Business, St. Petersburg University of Economics
Kalimullin R. M.
MA student, Advanced Engineering School, St. Petersburg State University

“Health vertical” in the structure of large business ecosystems: Comparative analysis
of value creation strategies (Russia, St. Petersburg)

The article explores the role of the health and wellness “vertical” as a strategic element in the structure of large business ecosystems. The purpose of the work is a comparative analysis of integration strategies and value creation mechanisms; the case of the leading ecosystems in Russia, China and the USA is used as examples. The research methodology is based on comparative case studies and analysis of market reports and scientific literature. As a result of the study, the authors provide a description of the key growth drivers of the global wellness market, analyze and compare strategies for creating value by ecosystems in the “health vertical.”

Key words: business ecosystem, wellness, healthcare management, cross-cultural differences, value creation, international markets

Pages: 39 - 44

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