Market capitalization shock effects on open innovation models in e-commerce: golden cut q-rung orthopair fuzzy multicriteria decision-making analysis

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Moiseev N., Mikhaylov A., DİNÇER H., YÜKSEL S.

FINANCIAL INNOVATION, vol.9, no.1, 2023 (SSCI) identifier identifier identifier

  • Publication Type: Article / Article
  • Volume: 9 Issue: 1
  • Publication Date: 2023
  • Doi Number: 10.1186/s40854-023-00461-x
  • Journal Indexes: Social Sciences Citation Index (SSCI), Scopus
  • Keywords: E-commerce, Golden cut, Open innovation, Sustainable trade
  • Istanbul Medipol University Affiliated: Yes


This research paper analyzes revenue trends in e-commerce, a sector with an annual sales volume of more than 340 billion dollars. The article evaluates, despite a scarcity of data, the effects on e-commerce development of the ubiquitous lockdowns and restriction measures introduced by most countries during the pandemic period. The analysis covers monthly data from January 1996 to February 2021. The research paper analyzes relative changes in the original time series through the autocorrelation function. The objects of this analysis are Amazon and Alibaba, as they are benchmarks in the e-commerce industry. This paper tests the shock effect on the e-commerce companies Alibaba in China and Amazon in the USA, concluding that it is weaker for companies with small market capitalizations. As a result, the effect on estimated e-trade volume in the USA was approximately 35% in 2020. Another evaluation considers fuzzy decision-making methodology. For this purpose, balanced scorecard-based open financial innovation models for the e-commerce industry are weighted with multistepwise weight assessment ratio analysis based on q-rung orthopair fuzzy sets and the golden cut. Within this framework, a detailed analysis of competitors should be made. The paper proves that this situation positively affects the development of successful financial innovation models for the e-commerce industry. Therefore, it may be possible to attract greater attention from e-commerce companies for these financial innovation products.