Actual problems of innovative economy and law

Journal "Actual problems of innovative economy and law" is included in category B for specialties: in the field of knowledge "Management and administration": 073, 076 (order of the Ministry of Education and Science of Ukraine dated 23.08.2023 No. 1035) and 071, 072, 075 (order of the Ministry of Education and Science of Ukraine dated 12.20.2023 No. 1543); in the field of knowledge "Social and behavioral sciences" 051 (order of the Ministry of Education and Science of Ukraine dated August 23, 2023 No. 1035); in the field of knowledge "Law" - 081 and "Public management and administration" - 281 (order of the Ministry of Education and Science of Ukraine dated 12.20.2023 No. 1543).
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Trading and retail management in the context of global transformations

# 43 196-199 Download/view the full text of the article

УДК: 339.3:658.87

DOI: https://doi.org/10.36887/2524-0455-2026-1-43

Valinkevych Natalia Vasylivna
Doctor of Economics, Full Professor, Head of the Department of Economics, Entrepreneurship and Tourism
Polissia National University (Zhytomyr, Ukraine)
orcid.org/0000-0001-8804-868X
Sytniakivska Svitlana Mykhailivna
Doctor of Pedagogical Sciences, Full Professor, Professor of the Department of Foreign Languages
Polissia National University (Zhytomyr, Ukraine)
https://orcid.org/0000-0003-1367-0487
Kotsenko Marina Serhiivna
Associate Professor of the Department of Economics, Entrepreneurship and Tourism
Polissia National University (Zhytomyr, Ukraine)
https://orcid.org/0000-0002-9770-1510

Published: 19.01.26

The article substantiates the theoretical and methodological foundations of the transformation of retail trade and retail enterprise management in the context of the digitalization of the economy, the development of e-commerce, the proliferation of omnichannel business models, the adoption of artificial intelligence and big data analytics, and changes in consumer behavior. The purpose of the study is to substantiate directions for transforming modern retail management and to develop the conceptual foundations of strategic management of retail enterprises under conditions of dynamic changes in the external environment. The methodological framework comprises systemic and process approaches, methods of analysis and synthesis, comparative analysis, structural and functional modeling, and scientific abstraction. The study identifies the systemic nature of retail transformation, manifested in a shift from managing individual retail operations to the integrated creation of customer and economic value. It is established that digital transformation involves not only the implementation of individual technological solutions but also a comprehensive restructuring of the business model, management processes, and customer interaction mechanisms. The role of omnichannel management as a new managerial paradigm is substantiated by its ability to ensure the functional and informational integration of physical and digital channels, continuity of the customer experience, and enhanced organizational flexibility. A conceptual approach to the strategic management of a retail enterprise is proposed as an integrated system structured around six interrelated dimensions: digital, customer-oriented, analytical, operational, innovative, and resilient. Particular attention is paid to the specific conditions of the Ukrainian retail sector, including war-related risks, supply chain disruptions, and instability in consumer demand. The practical significance of the findings lies in their potential application to the development of digital transformation strategies, the implementation of omnichannel business models, the improvement of operational and logistics management, and the strengthening of enterprise resilience.

Keywords: trading, retail management, retail sector, customer experience, retail enterprise.

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Quote article, APA style

Valinkevych N. V., Sytniakivska S. M., Kotsenko M. S. Trading and retail management in the context of global transformations. Actual problems of innovative economy and law. 2026. №1. 196-199 pp. https://doi.org/10.36887/2524-0455-2026-1-43

Quote article, MLA style

Valinkevych N. V., Sytniakivska S. M., Kotsenko M. S. Trading and retail management in the context of global transformations. Actual problems of innovative economy and law. https://doi.org/10.36887/2524-0455-2026-1-43