Інноваційна діяльність підприємств роздрібної торгівлі в умовах євроінтеграції

Abstract

Визначено специфіку інноваційної діяльності підприємств роздрібної торгівлі за умов євроінтеграційних процесів країни. Виокремлено чотири пріоритетні напрями інноваційної діяльності підприємств роздрібної торгівлі, в основі яких закладені європейські цінності з урахуванням галузевих особливостей.

The necessity of retail trade enterprises’ innovative processes studying for effective economic decisions making of competitiveness increasing is substantiated. It is noted that the activity of innovative and active retailers is mainly aimed at consumer demand satisfying. On the other hand, the macro- and microenvironments, which are effected by the European integration, foreign experience to Ukrainian enterprises transferring, influence on the implementation of the most effective innovative decisions in competition process. It is noted that innovation is objective condition for modern trade entrepreneurship development and providi enterprises’ competitiveness in the long term period. The retail trade enterprise innovation activity is characterized as its ability to integrate all kinds of innovations and methods which open up new business opportunities and provide competitive advantage. Emphasis is placed on the effect of the country’s European integration on the retailers’ innovation activity according to the economic reforms and best European practices. The specifics of retail trade enterprises’ innovative activity in the country’s European integration processes context are considered. It is noted that European values (democracies, rule of law, respect for human rights and standards of the European security system) are based of the innovation activity specifics with taking into account industry specificities. Four priority trends of retailers’ innovative activity are identified. They are innovations related to the range management, their aim is meeting the demand for products which are produced according to the environmental and social criteria; innovations in employee motivation and training which are aimed at team building and long-term development; environmental innovations provide enterprise’s environmental impact reducing; the main purpose of philanthropic innovations is society benefiting. The characteristic of each trend of the retail trade enterprises’ innovative activity is presented. The conclusions about the possibility of the study results use in enterprises’ innovation activity management improving for more effective meeting the needs of consumers with their products or services are concluded.