РОЛЬ ІННОВАЦІЙНО-ТЕХНОЛОГІЧНИХ ФАКТОРІВ У ФОРМУВАННІ КОНКУРЕНТНОЇ СТРАТЕГІЇ ТОРГОВЕЛЬНИХ ПІДПРИЄМСТВ

Anton Nesenyuk

doi:10.32782/2524-0072/2025-81-56

Anton Nesenyuk Vadym Hetman Kyiv National University of Economics https://orcid.org/0000-0002-6905-9663

DOI: https://doi.org/10.32782/2524-0072/2025-81-56

Keywords: competitive strategy, innovation, technological factors, digital transformation, artificial intelligence, Big Data, omnichannel retailing, trading enterprise

Abstract

The article offers an extensive analysis of the role of innovation and technological factors in shaping the competitive strategy of trading enterprises operating in the rapidly evolving environment of the digital economy. Digitalisation is shown to fundamentally transform market structures, shift the sources of competitive advantage, and redefine strategic priorities, compelling companies to move beyond traditional cost-, assortment-, and resource-based approaches toward strategies grounded in data analytics, algorithmic optimisation, advanced digital services, and organisational adaptability. The study systematises the key technological drivers influencing strategic development in modern retail, including digital platforms, Big Data analytics, artificial intelligence, automation of business processes, robotics in logistics, omnichannel retail technologies, and tools for managing customer experience. Particular attention is devoted to examining how these technologies transform mechanisms of value creation, enhance service personalisation, increase operational flexibility, and enable more precise, real-time strategic decision-making. It is argued that innovation-driven transformations do not merely support operational efficiency but serve as a fundamental source of sustainable differentiation and long-term competitiveness. The findings highlight that the integration of technological innovations into the strategic architecture of trading enterprises expands their strategic potential, strengthens customer relationships, and ensures resilience to market volatility. Moreover, digital technologies enhance transparency and predictability in business processes, supporting more reliable strategic planning. They also create opportunities for developing new business models that rely on platform interactions, network effects, and ecosystem participation. As a result, enterprises capable of leveraging innovative technologies can achieve superior adaptability and build competitive advantages that remain robust in conditions of permanent technological change.

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