Modeling of international loyalty programs in cross-border markets

Authors

  • Valerij Viktorovich Ivanov Russian Foreign Trade Academy
  • Roman Vadimovich Shlychkov Russian Foreign Trade Academy

DOI:

https://doi.org/10.24412.2072-8042-2019-00077

Keywords:

digital economy, international loyalty programs, modeling of goods promotion in cross-border markets

Abstract

The article proposes a comprehensive model for the formation of international customer loyalty programs in cross-border markets, based on the principles of predictive and scenario modeling, geo-targeting and coefficient analysis, necessary for making strategic decisions. The model architecture assumes the possibility of integration with ERP-systems of leading producers, such as Oracle, SAP, etc. The most important advantage of this model is the availability of corrective feedbacks, which allow optimizing loyalty programs and their promotion, taking into account all the possible market fluctuations, both in the Russian Federation and in the cross-border space

Author Biographies

Valerij Viktorovich Ivanov, Russian Foreign Trade Academy

Doctor of Economic Sciences, Candidate of Engineering Sciences, Professor
Place of work, post: Russian Foreign Trade Academy (119285, Moscow, Vorob’evskoe shosse, 6A), Department of Finance and Monetary relations – Professor, National Research University «MIET», Department of Marketing and Project management – Professor

Roman Vadimovich Shlychkov, Russian Foreign Trade Academy

Place of work, post: Russian Foreign Trade Academy (119285, Moscow, Vorob’evskoe shosse, 6A), Department of International Finance – bachelor in economics

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Published

2024-02-08

How to Cite

Ivanov, V. V., & Shlychkov, R. V. (2024). Modeling of international loyalty programs in cross-border markets. Russian Foreign Economic Journal, (7), 49–59. https://doi.org/10.24412.2072-8042-2019-00077

Issue

No. 7 (2019)

Section

World economy

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