A COMPREHENSIVE APPROACH TO THE FORMATION OF A COMMERCIAL BUSINESS DEVELOPMENT STRATEGY IN THE CONDITIONS OF DIGITALIZATION

Author
, holder of the third (educational and scientific) level of higher education, Ukraine, Kharkiv

In heading

 Economic theory;

Signed print

 05.09.2024

Issues number

 2024 - №3 (58)

Page

 39-56

Type of articles

 Scientific article

Code UDK

 [339.17:005.21]:004

ISSN print

 2411-5584

Abstract

 Problem setting. Digitization can serve as an effective tool for effective trade business, which actualizes research aimed at determining the conceptual and applied foundations of the formation and implementation of its development strategy in today’s changing conditions.
Recent research and publication analysis. In the field of trade, the processes of digitization, their content, directions, measures and tools, consequences and prospects in the works of Ukrainian researchers are revealed. But the strategy of digital transformation of trade business has not yet received a systematic analysis.
Paper objective. The purpose of the article is to justify, based on a comprehensive approach, directions and components of the trade business development strategy, taking into account the peculiarities of economic activity in the field of trade and its digital transformation.
Paper main body. The justification of the strategy for the development of trade business in the conditions of digitalization of its economic functions and processes should be based on a comprehensive approach:
1) definition of the digital transformation of trade business, which is the process of its systematic transformation by acquiring the essential characteristics of Industry 4.0 entrepreneurship;
2) a combination of analysis of economic, organizational-management, technicaltechnological, socio-cultural features of trade business, its subjects and digital technologies.
Trade business is service, infrastructural, technologically polystructural and networked, innovative, dynamic, flexible, able to adapt to changes in the market environment.
Digitalization of trade business is a condition and a factor of its socio-economic, organizational-management and cultural transformations as a complete economic system
Conclusion of the research. In accordance with the integrated approach, the strategy for the development of trade business in conditions of digitalization should include:
1) basic directions of strategic development of trade business entities taking into account their digital transformations;
2) strategic directions of digital transformation of trade business as a complete economic system, including hybridization strategies, development of omnichannel trading activity and cross-channel interaction, personalization of trade service and customer experience management of buyers, introduction of new forms and models of e-commerce, formation of digital ecosystems of trade enterprises, etc.
Short abstract for an article
Abstract. The article reveals the strategic directions of trade business development in the conditions of digitalization are revealed. A comprehensive approach to the formation of a trading business strategy, which combines the analysis of its basic characteristics and forms of digital transformation, is substantiated. The basic strategies of trade business development, taking into account their digital characteristics and the strategy of digital transformation, are the components of the strategy of trading enterprises are proved.

Keywords

 trade business, trade enterprise, trade business development strategy, digital transformation of trade business, comprehensive approach, d-commerce,
hybridization, omnichannel, personalization, digital ecosystems of trade business

Reviewer

External reviewer

Article in PDF

 39-56

Bibliography

 1. Diuhovanets, O., & Bilousko, T. (2023). Tsyfrova transformatsiia vitchyznianoho biznesu: suchasni vyklyky v umovakh rosiisko-ukrainskoi viiny [Digital transformation of domestic business: modern challenges in the conditions of the Russian-Ukrainian war]. Tsyfrova ekonomika ta ekonomichna bezpeka – Digital economy and economic security, 6, 8–12. https://doi.org/10.32782/dees.6-2 [in Ukrainian].
2. Pavlovskyi, M. V., Hatska, L. P., & Zavadska, O. M. (2023). Didzhytal transformatsiia biznesu v umovakh suchasnykh zmin [Digital transformation of business in the conditions of modern changes]. Ekonomika ta suspilstvo – Economy and society, 50. https://doi.org/10.32782/2524-0072/2023‑50‑31[in Ukrainian].
3. Chernychko, T. V., Proskura, V. F., & Almashi, V. V. (2024). Tsyfrova transformatsiia biznes-protsesiv yak faktor staloho rozvytku [Digital transformation of business processes as a factor of sustainable development]. Investytsii: praktyka ta dosvid – Investments: practice and experience, 66–71. https://doi.org/10.32702/2306-6814.2024.15.66 [in Ukrainian].
4. Husieva, O. Yu., Plevako, N. O., & Vasylevska, V. O. (2023). Tsyfrovizatsiia torhivli v Ukraini: tekhnolohii, formy, perspektyvy [Digitization of trade in Ukraine:
technologies, forms, prospects]. Ekonomika. Menedzhment. Biznes – Economy. Management. Business, 3, 3–41. https://doi.org/10.31673/2415-8089.2023.033641 [in Ukrainian].
5. Mishchuk, I. P., Lutsko, S. O., & Tereshchenko, I. V. (2021). Suchasni trendy rozvytku subiektiv torhovelnoi diialnosti v umovakh postkovidnoi ekonomiky [Modern trends in the development of subjects of trade activity in the conditions of the post-Covid economy]. Visnyk Lvivskoho torhovelno-ekonomichnoho universytetu. Ekonomichni nauky – Bulletin of the Lviv university of trade and economics. Economic sciences, 65, 14–22. https://doi.org/10.36477/2522‑1205‑2021‑65‑02 [in Ukrainian].
6. Shkolenko, O. B., Shuliar, N. M., & Chernyshov, O. Yu. (2023). Osnovni priorytety formuvannia stratehii tsyfrovizatsii biznesu [The main priorities of forming a business digitalization strategy]. Visnyk KhNTU – KhNTU Bulletin, 3(86), 176–183. https://doi.org/10.35546/kntu2078-4481.2023.3.24 [in Ukrainian].
7. Didzhytalizatsiia: yak ne vidstaty na shliakhu do maibutnoho. (2021, May 20). [Digitalization: how not to fall behind on the way to the future]. KMBS Journal. https://kmbs.ua/index.php/ua/article/digital-futur [in Ukrainian].
8. Hospodarskyi kodeks Ukrainy vid 06.01.2003. № 436‑IV. (2003). [Economic Code of Ukraine dated January 6, 2003]. https://zakon.rada.gov.ua/laws/show/436-15#Text [in Ukrainian].
9. Pro zatverdzhennia Poriadku provadzhennia torhovelnoi diialnosti ta pravyl torhovelnoho obsluhovuvannia na rynku spozhyvchykh tovariv: Postanova Kabinetu Ministriv Ukrainy vid 15.06.2006. № 833. (2006). [On the approval of the Procedure for conducting trade activities and the rules of trade services on the consumer goods market. Resolution of the Cabinet of Ministers of Ukraine dated June 15, 2006]. https://zakon.rada.gov.ua/laws/show/833-2006-%D0 %BF#Text [in Ukrainian].
10. Shcherbak, A. V. (2022). Rozdribni torhovelni merezhi v Ukraini: tendentsii rozvytku ta problemy dominuvannia [Retail trade networks in Ukraine: development trends and problems of dominance]. Ekonomist – Economist, 4, 52–59. https://economics.net.ua/files/archive/2022/No4/52.pdf [in Ukrainian].
11. Symonenko, K. (2024, March 18). Top-10 ukrainskykh produktovykh merezh za kilkistiu mahazyniv i tempamy vidkryttiv u 2023 rotsi [Top-10 Ukrainian grocery chains by the number of stores and pace of openings in 2023]. RAU. https://rau.ua/novyni/top-10‑merezh-kilkistju-2023 [in Ukrainian].
12. Pashchuk, L., & Tavoletti, E. (2023). Formuvannia pidpryiemnytskoi ekosystemy: teoretychni aspekty [Formation of the entrepreneurial ecosystem: theoretical aspects]. Visnyk Kyivskoho natsionalnoho universytetu imeni Tarasa Shevchenka. Ekonomika – Bulletin of Taras Shevchenko Kyiv National University. Economy, 2(223), 101–107. https://doi.org/10.17721/1728-2667.2023/223-2/13 [in Ukrainian].
13. Andriishyna, O. O., & Shapoval, V. A. (2022). Rozdribna torhivlia v umovakh tsyfrovizatsii suspilstva [Retail trade in conditions of digitalization of society].
Ekonomichnyi visnyk – Economic Herald, 2, 92–103. https://doi.org/10.33271/ebdut/78.092 [in Ukrainian].
14. Ministry of Finance of Ukraine. (2022, February 25). Statystyka rozdribnoho tovaroobihu v Ukraini [Statistics of retail turnover in Ukraine]. https://index.minfin.com.ua/ua/economy/trade/retail/ [in Ukrainian].
15. State Statistics Service of Ukraine. Optovyi ta rozdribnyi tovarooborot pidpryiemstv optovoi ta rozdribnoi torhivli 2019–2023 rr. [Wholesale and retail turnover of wholesale and retail trade enterprises 2019–2023]. https://ukrstat.gov.ua [in Ukrainian].
16. Strimka didzhytalizatsiia: tsyfrova transformatsiia ryteilu pid chas karantynu. (2021, May 10). [Rapid digitization: digital transformation of retail during quarantine]. Kyivstar Business Hub. https://hub.kyivstar.ua/articles/strimka-didzhitalizacziyaczifrova-transformacziya-ritejlu-pid-chas-karantinu [in Ukrainian].
17. Tsina zmin. Transformatsiia rozdribnoi torhivli pid chas viiny. (2022, September 14). [Price of changes. Transformation of retail trade during the war]. Kyivstar Business Hub. https://hub.kyivstar.ua/articles/czina-zmin-transformacziya-rozdribnoyi-torgivli-pidchas-vijny [in Ukrainian].
18. State Statistics Service of Ukraine. Optovyi ta rozdribnyi tovarooborot pidpryiemstv optovoi ta rozdribnoi torhivli u 2023 rotsi [Wholesale and retail turnover of wholesale and retail trade enterprises in 2023]. https://ukrstat.gov.ua [in Ukrainian].
19. State Statistics Service of Ukraine. Finansovi rezultaty do opodatkuvannia pidpryiemstv za vydamy ekonomichnoi diialnosti z rozpodilom na velyki, seredni, mali ta mikropidpryiemstva za 2010–2022 roky [Financial results before taxation of enterprises by type of economic activity with distribution into large, medium, small and micro enterprises for 2010–2022]. https://ukrstat.gov.ua [in Ukrainian].
20. State Statistics Service of Ukraine. Finansovi rezultaty do opodatkuvannia pidpryiemstv za vydamy ekonomichnoi diialnosti z rozpodilom na velyki, seredni, mali ta mikropidpryiemstva (bez urakhuvannia bankiv) za 2023 rik. [Financial results before taxation of enterprises by type of economic activity with distribution into large, medium, small and micro enterprises (excluding banks) for 2023]. https://ukrstat.gov.ua [in Ukrainian].
21. Bazhenova, O. (2023). Draivery ekonomichnoho zrostannia: keisy povoiennoho vidnovlennia [Drivers of economic growth: cases of post-war recovery]. Visnyk Kyivskoho natsionalnoho universytetu imeni Tarasa Shevchenka. Ekonomika – Bulletin of Taras Shevchenko Kyiv National University. Economy, 2(223), 5–9. https://doi.org/10.17721/1728-2667.2023/223-2/1 [in Ukrainian].
22. Chornous, G., Nikolskyi, I., Wyszyński, M., Kharlamova, G., & Stolarczyk, P. (2021). A hybrid user-item-based collaborative filtering model for e-commerce recommendations. Journal of International Studies, 14(4), 157–173. https://doi.org/10.14254/2071-8330.2021/14-4/11
23. Osiyevskyy, O., Shevchenko, L., Marchenko, О., & Umantsiv, Y. (2022). Hybrid Firm: The Future of Organizing for Industry 4.0. Rutgers Business Review, 7(3), 289–308. https://rbr.business.rutgers.edu/article/hybrid-firm-future-organizing-industry-40
24. Mishchuk, I. P., Lutsko, S. O., & Tereshchenko, I. V. (2021). Suchasni trendy rozvytku subiektiv torhovelnoi diialnosti v umovakh postkovidnoi ekonomiky [Modern trends in the development of subjects of trade activity in the conditions of the post-Covid economy]. Visnyk Lvivskoho torhovelno-ekonomichnoho universytetu. Ekonomichni nauky – Bulletin of the Lviv university of trade and economics. Economic sciences, 65, 14–22. https://doi.org/10.36477/2522‑1205‑2021‑65‑02 [in Ukrainian].
25. Zozulov, O. V., & Levchenko, M. (2016). Formuvannia omnikanalnoi zbutovoi stratehii pidpryiemstva [Formation of omnichannel sales strategy of the enterprise]. Ekonomichnyi visnyk Natsionalnoho tekhnichnoho universytetu Ukrainy «Kyivskyi politekhnichnyi instytut» – Economic Bulletin of the National Technical University of Ukraine «Kyiv Polytechnic Institute», 13, 361–368. https://doi.org/10.20535/2307-5651.13.2016.80562 [in Ukrainian].
26. 25 Amazing Omnichannel Marketing Statistics Every Marketer Should Know (Updated for 2023). (2024, June 29). Porch Group Media. https://porchgroupmedia.com/blog/25‑amazing-omnichannel-statistics-every-marketer-should-know/
27 Pro elektronnu komertsiiu: Zakon Ukrainy vid 03.09.2015. № 675‑VIII. (2015). [On electronic commerce. Law of Ukraine dated September 3, 2015]. https://
zakon.rada.gov.ua/laws/show/675-19#Text [in Ukrainian].
28. Shcho vidbuvalos z ukrainskym e-commerce u 2023 rotsi: doslidzhennia. (2024, March 01). [What happened to Ukrainian e-commerce in 2023: research]. Marketing Media Review. https://mmr.ua/show/shho-vidbuvalos-z-ukrayinskym-e-commerce-u-2023‑roczi-doslidzhennya [in Ukrainian].
29. Ustymenko, N. (2023, March 17). Shcho take d-commerce: vyznachennia, trendy ta vidminnosti vid elektronnoi komertsii [What is d-commerce: definition, trends and differences from electronic commerce]. eSputnik. https://esputnik.com/uk/blog/shotake-d-commerce-viznachennya-trendi-ta-vidminnosti-vid-elektronnoyi-komerciyi [in Ukrainian].
30. Blahodyr, L. M. (2022). Tsyfrovi biznes-ekosystemy yak spetsyfichna forma koordynatsii hospodarskoi diialnosti v umovakh tsyfrovoi ekonomiky [Digital business ecosystems as a specific form of economic activity coordination in the conditions of the digital economy]. Ekonomika ta suspilstvo – Economy and society, 46. https://doi.org/10.32782/2524-0072/2022‑46‑55 [in Ukrainian].

Code DOI

 https://doi.org/10.31359/2411-5584-2024-58-3-39

This post is also available in: Ukrainian

05.09.2024