TRANSFORMATION OF RELATIONSHIPS WITH SUPPLIERS IN RETAIL: FROM A TRANSACTIONAL TO AN ECOSYSTEM APPROACH

Abstract

The article is devoted to substantiating the theoretical foundations of transforming supplier relationship management in retail based on an ecosystem approach. Retail is characterised by a high level of dependence on suppliers, the complexity of assortment policy and the need to quickly adapt to changes in demand. This leads to the transformation of the role of suppliers from external contractors to strategic partners involved in joint value creation, innovation and risk management. In this context, the ecosystem approach, which views relationships with suppliers as elements of a multi-level business ecosystem united by a common value proposition for the end consumer, is becoming increasingly important. The ecosystem approach is particularly relevant to the retail sector, as retail chains operate at the intersection of numerous flows: goods, information, finance and services. Accordingly, the retail ecosystem encompasses retail chains, suppliers, logistics operators, technology platforms, financial and service companies, as well as end consumers. The article examines the evolution of scientific approaches to SRM, identifies the factors of transition from traditional supply models to ecosystem logic of interaction, determines changes in the role of suppliers in value chains, systematises modern SRM tools, taking into account digitalisation and sustainable development principles, and summarises the main approaches to implementing an ecosystem approach in the SRM of retail companies. The focus is on the practical implementation of the ecosystem approach in SRM in domestic retail, which is hampered by a number of critical challenges, many of which are exacerbated by the realities of wartime. The mechanisms for adapting global ecosystem approaches to supplier relationship management in the Ukrainian retail sector are explored. Recommendations are proposed related to the search for effective solutions in the direction of implementing an ecosystem approach in SRM for retail companies.