RETAIL NETWORK STRUCTURE AS A SPECIFIC ENVIRONMENT FOR MODELING CREATIVE AND INNOVATIVE SYSTEMS

The study of the essence of retail network structures as an environment for modeling creative and innovative systems has proven that they are not only platforms for the distribution of goods and services but also dynamic ecosystems that stimulate the development and implementation of innovative solutions. The distinguishing feature of this environment compared to other innovation platforms lies in its high adaptability, consumer-oriented nature, and the ability to scale technological and business innovations in real time. It is argued that the key characteristics of retail network structures include the integration of digital technologies, flexibility, decentralization, speed of innovation implementation, omnichannel approach, and global integration, which collectively form a sustainable competitive advantage. The interconnection between these characteristics creates an effective mechanism for testing and implementing new business models, allowing retail networks to outperform traditional corporate and territorial innovation ecosystems. It is substantiated that the modeling of creative and innovative systems directly impacts the competitiveness of retail network structures, as it ensures rapid adaptation to market changes, increases operational efficiency, promotes personalization of the consumer experience, and opens up new revenue streams. As a result, retail networks that actively apply innovation modeling possess significantly greater potential for growth and global expansion, which is critically important in the context of digital transformation and growing competition. Innovative models based on data analysis and a deep understanding of consumer behavior enable the prediction of trends and actively influence demand formation. Modeling creative and innovative systems is not merely a development tool but a necessary condition for maintaining and enhancing the competitiveness of retail network structures. In an environment of rapid change and intense competition, the ability to innovate determines which companies will secure their market positions and grow, and which will lose relevance due to outdated business models and low adaptability.