CONCEPTUAL PROVISIONS FOR MODELING CREATIVE AND INNOVATIVE SYSTEMS OF TRADE AND NETWORK STRUCTURES
Abstract
The objective of this research is to develop a comprehensive conceptual model for creative-innovative systems in retail networks by integrating digital technologies, consumer-centric strategies, and sustainable development principles. The model aims to enhance strategic management efficiency, market adaptability, and long-term competitiveness. The study identifies critical components for successful digital transformation, innovation management, and sustainability implementation. Methods. The research utilizes an interdisciplinary approach, incorporating systematic and comparative analyses, hierarchical modeling, scenario forecasting, factor analysis, consumer behavior analytics, and cognitive analysis. Methods related to digital transformation (machine learning, big data, blockchain) are applied to optimize operations and forecast consumer preferences. Sustainability criteria ensure environmental and social responsibility within the proposed model. Results. The developed model includes: 1. Integration of digital technologies: utilizing artificial intelligence, machine learning, big data analytics, and cloud computing to improve forecasting, pricing, logistics, and operational efficiency. 2. Multi-level management structure: creating responsive supply chain management structures connecting producers, suppliers, distributors, and consumers to quickly adapt to market fluctuations. 3. Consumer orientation: focusing on cognitive and behavioral analytics, personalized marketing, recommendation systems, and digital engagement tools (e.g., chatbots, loyalty programs) to enhance consumer satisfaction and loyalty. Scientific novelty. The scientific novelty lies in systematically integrating digital innovations, consumer behavior analytics, sustainability principles, and creativity into a unified retail management model. Unlike previous isolated approaches, this model uniquely combines advanced technologies (AI, blockchain, IoT) and multi-level interactions among economic, technological, social, and organizational factors, enriching theoretical understanding of retail innovation and management. Practical significance. The model provides practical guidelines for retail enterprises to successfully implement digital transformations, optimize resources, personalize customer experiences, and uphold sustainability standards. Clear identification of critical success factors assists managers in informed decision-making, risk mitigation, and resource allocation. Recommendations help policymakers and industry leaders foster innovation ecosystems supporting sustainable retail development.
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