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Investigation of digital retail companies financial performance using multiple criteria decision analysis / Skaitmeninės mažmeninės prekybos įmonių finansinės veiklos tyrimas taikant daugiakriterius sprendimų analizės metodus

Abstract

Digital retail (online retail or e-commerce) sector is continuously expanding its stake in the global economy each year. According to the statistics, online retail share of the total global retail sales takes approximately 11.9% in 2018 and is expected to reach 17.5% at the end of 2021. The same pattern of rapid growth was noticed more than 18 years ago when a burst of dot-com bubble crashed many of the internet-based online shopping companies. “Growth over profits” mentality and overestimated perception of the magnitude of online sales resulted in a superficial understanding of the business’ financial performance. Because of that, it is highly necessary to analyze and adequately evaluate the financial performance of digital retail companies. Thus, the purpose of this article is to investigate the top 4 digital retail companies’ financial performance by applying multiple criteria decision analysis (MCDA) TOPSIS and SAW methods to demonstrate that sales turnover is not the only and the prime measure to evaluate the successful company’s financial performance.


Santrauka


Skaitmeninės mažmeninės prekybos (mažmeninė prekyba internetu arba elektroninė prekyba) vaidmuo pasaulio ekonomikoje kasmet didėja. Statistikos duomenimis, skaitmeninės mažmeninės prekybos dalis pasaulio mažmeninės prekybos sektoriuje 2018 m. siekė apie 11,9 %, o 2021 m. pabaigoje tikimasi, kad ji pasieks 17,5 %. Toks spartus augimas buvo pastebėtas ir daugiau nei prieš 18 metų, kai „dot-com“ burbulo sprogimas sužlugdė daugelį elektroninės prekybos įmonių. „Augimo per pelną“ mentalitetas ir pervertinta internetinės prekybos apimtis privedė prie paviršutiniško verslo finansinių rezultatų suvokimo. Būtent dėl šios priežasties yra itin svarbu tinkamai analizuoti bei įvertinti skaitmeninės mažmeninės prekybos įmonių finansinius rezultatus. Taigi šio straipsnio tikslas – ištirti 4 didžiausių skaitmeninės mažmeninės prekybos bendrovių finansinius rezultatus, taikant daugiakriterius sprendimų analizės (DSMA) TOPSIS ir SAW metodus, tam, kad būtų galima įrodyti, jog pardavimų apyvarta nėra vienintelis ir svarbiausias matas siekiant įvertinti sėkmingą įmonės finansinę veiklą.


Reikšminiai žodžiai: finansiniai rezultatai, skaitmeninė mažmeninė prekyba, skaitmeninė transformacija, mažmeninė prekyba internetu, elektroninė prekyba, DSMA, TOPSIS metodas, SAW metodas.

Keyword : financial performance, digital retail, digital transformation, online retail, e-commerce, MCDA, TOPSIS method, SAW method

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Jun 14, 2019
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