ASSESSMENT OF FACTORS INFLUENCING THE EFFECTIVENESS OF CREATIVE AND INNOVATIVE SYSTEMS MODELING IN RETAIL NETWORKS

The article examines the methodological foundations for assessing factors affecting the effectiveness of modelling creative and innovative systems in retail chains. The relevance of the study stems from the digital transformation of trade, intensifying competition, and the need to align innovation activities with changing consumer expectations and environmental responsibility requirements. Under these conditions, particular importance is attached to a comprehensive examination of factors influencing the selection of modelling tools and information support for managerial decisions. The study aims to explore methodological approaches to assessing these factors, considering their interrelationships and the operational characteristics of retail chains. Its scope encompasses technical and technological, economic and managerial, social and communication, and environmental and institutional aspects of modelling creative and innovative systems. The methodological framework includes systems and comparative analysis, indicator normalisation, weighting, and composite assessment. Attention is devoted to selecting indicators, establishing their correspondence with the factors under examination, ensuring the comparability of heterogeneous characteristics, and using open information sources. The quality of primary data is also considered. Particular attention is paid to indicator aggregation, the complementarity of system components, and the sensitivity of assessments to the choice of weights. The study covers the digitalisation of retail processes, the application of intelligent analytics, investment support for innovation, personalised consumer communication, and the development of omnichannel interaction. Environmental aspects are considered in relation to circular practices, resource conservation, and the responsibility of retail enterprises. The study focuses on methodological support for analysing the prerequisites for innovation-driven development in retail chains and on providing information to guide the selection of areas for operational improvement.