RESEARCH INTO NEW BUSINESS MODELS AND BUSINESS STYLES OF LEADING ENTERPRISES IN THE TRADE SECTOR (DOMESTIC AND FOREIGN PRACTICES)

Purpose. The article is aimed at studying and analyzing current business models and management strategies of leading trading enterprises in order to identify effective methods of increasing competitiveness and adapting to rapid changes in the market environment. Globalization and digital transformation are fundamentally changing the business environment, creating new challenges and opportunities for enterprises in the trade sector. Modern companies are forced to adapt to rapid changes in consumer preferences, apply innovative technologies and form strategies to ensure competitiveness. In this regard, the study of new business models of leading trade enterprises in the world and the possibilities of their adaptation to the conditions of the Ukrainian market becomes relevant. Methodology. The study uses a comprehensive approach, including an analysis of literary sources, a comparative analysis of business models of international and domestic trade companies, as well as economic modeling methods to assess the effectiveness of various strategies. Special attention is paid to the study of the success factors of global players in the trade sector, their digitalization strategies and approaches to customer relationship management. Findings. Analysis of global trends in retail development has shown that successful companies are implementing omnichannel business models, actively using big data analytics to personalize services, and implementing automated management systems. A study of the experience of leading international companies demonstrates the importance of strategic flexibility, digital technologies, and sustainable development in ensuring long-term Сompetitiveness. Practical implications. The results of this study are of interest to scholars, economists, entrepreneurs and policymakers involved in the digital transformation of business models, strategic enterprise development and the introduction of innovations in the field of trade. Originality. This study highlights the value of integrating digital technologies into business processes, as they contribute to increasing competitiveness, management efficiency and adaptation of enterprises to globalization challenges.