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RESEARCH CENTER FOR INDUSTRIAL DEVELOPMENT PROBLEMS of NAS of Ukraine (KHARKIV, UKRAINE)

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Liburkina L. M.

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Digitalization as a Factor in the Transformation of Strategic Competitiveness Management in Small and Medium Retail Enterprises
Golivets S. M.

Golivets, Serhii M. (2026) “Digitalization as a Factor in the Transformation of Strategic Competitiveness Management in Small and Medium Retail Enterprises.” Business Inform 9:733–733.

Section: Economics of Trade and Services

Article is written in Ukrainian
Downloads/views: 0

UDC 339.138:004:658.8:005.21

Abstract:
This article examines digitalization as a factor in the transformation of strategic competitiveness management in small and medium-sized retail enterprises. It is substantiated that, under current conditions, digital technologies are changing not only individual operational processes but also, in fact, the very nature of how a company’s competitive strategy is formulated. Whereas previously the competitiveness of a retail business was largely determined by price, product assortment, location, quality of service, and scale of operations, in the digital economy, the ability to work with data, utilize online sales channels, communicate quickly with customers, automate inventory management, analyze demand, and adapt business processes to market changes in a timely manner is becoming increasingly important. Significant attention is paid to small and medium-sized retail enterprises, as this segment is the one that most acutely feels both the opportunities and limitations of digital transformation. Unlike large retail chains, small and medium-sized enterprises typically lack significant financial resources, in-house IT departments, sophisticated analytical systems, or dedicated digital development teams. For these reasons, digitalization must be practical, accessible, and focused on solving specific management and market challenges. These challenges include a lack of customer data, dependence on physical retail locations, errors in inventory tracking, disorganized communication with customers, inefficient use of advertising budgets, and a slow response to changes in demand. It has been determined that digital solutions can enhance competitiveness by expanding sales channels, increasing the speed of customer service, improving inventory management, reducing operational errors, increasing the efficiency of advertising, and fostering more personalized interactions with customers. It was specifically emphasized that, under current conditions, digitalization for small and medium-sized retail businesses is, to a greater extent, a tool for business continuity, as online sales channels, customer databases, digital communications, and automated accounting enable entrepreneurs to respond more quickly to disruptions in brick-and-mortar stores, logistical challenges, changes in consumer behavior, and other external challenges. The practical value of this study lies in the opinion that its results can be used to substantiate the directions of digital transformation for small and medium-sized retail enterprises, select accessible digital tools, and formulate more realistic managerial decisions aimed at enhancing competitiveness in the digital economy.

Keywords: digitization; digital transformation; strategic management; competitiveness; small and medium-sized enterprises; retail businesses; digital tools; online sales channels.

Fig.: 2. Tabl.: 1. Bibl.: 19.

Golivets Serhii M. – Postgraduate Student, National University «Chernihiv Polytechnic» (95 Shevchenka Str., Chernihiv, 14035, Ukraine)
Email: [email protected]

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