TRANSFORMATION OF STRATEGIC MANAGEMENT OF RUSSIAN RETAIL CHAINS IN THE CONTEXT OF MODERN GEO-ECONOMIC CHANGES

The purpose of the study is to identify and systematize the mechanisms of transformation of the strategic management of Russian retail chains in the context of geo-economic changes based on a combination of digital reconfiguration, institutional regulation and spatial and functional adaptation. The research materials include analytical reports from government authorities, policy documents in the field of trade development, as well as empirical data on the behavior of large retail chains. The paper uses methods of system and factor analysis, deductive generalization, logical modeling and institutional interpretation. The result of the study: the structure of the influence of external factors on the internal elements of strategic management is substantiated, the author’s scheme of the adaptation mechanism is constructed, recommendations for increasing the sustainability of corporate strategies are proposed. Conclusions: a) management transformation is carried out through digitalization of business processes, integration of regulatory constraints and localization of resource connections; b) strategic flexibility is formed within hybrid models synchronized with the parameters of consumer behavior and government policy; c) institutional embeddability of strategies expands the boundaries of reproduction and strengthens the role of retail chains in the implementation of national development goals.