Integral Fuzzy Appraisal of Chain Effects in Business-Models at Chain Enterprises

The article studies the complex method of assessing chain value oriented towards analyzing complicated business-models of chain enterprises in conditions of digital economy. In contrast to present approaches mainly based on special indicators or linear parameter aggregation the research deals with the concept of integral appraisal taking into account non-linear and synergetic character of interaction between chain participants. The key result of the research is formalization of chain effects as a sum total of interdependent factors showing the chain structure, nature of value flows and features of stakeholders’ interaction. It was grounded that such factors cannot be considered in isolation, as their impact is evident through mutual strengthening and suppression. For correct accounting of this interaction it is necessary to use fuzzy measure and integral aggregation that allows us to model the effect of interaction of factors with different nature. The given method makes it possible to get a unified integral indicator, which demonstrates the rate of chain value and business-model sustainability. Apart from that the analytical set of tools was formed that allows us to identify the contribution of some factors and groups of factors and to find zones of positive synergy and critical fields restricting the chain development. It can provide an opportunity to pass from descriptive analysis of chain effects to formalized support of managerial decisions. Scientific innovation of the research deals with combination of tools of value flow analysis, identification of stakeholders and body of fuzzy integral appraisal within the frames of unified methodological scheme. The research findings can widen our ideas about mechanisms of chain value formation and supplement the present theories of chain effects through taking into account quantitative characteristics of interaction and their aggregation into integral form. Practical importance of the research includes the possibility to use the proposed approach to assess efficiency and sustainability of digital platforms, to choose lines of business-model transformations and analysis of managerial decision consequences. The given methodology can be used in strategic planning, digital ecosystem projecting and monitoring the development of chain enterprises in the long term.