Tihonchenko R. Formation of customer-centric strategy in retail enterprises

Object: the formation process of customer-oriented strategy in enterprises; purpose: the grounding of theoretical foundations and the development of scientific-methodological approaches to forming of customer-oriented strategy of retail enterprises; methods: general scientific and specific; results: the scientific-methodological approach to the grounding of strategic directions of lead generation in retail enterprises has been developed; quantitative assessment indicator system of internal readiness of retail enterprises for CRM-strategy implementation has been improved; author definition customer-oriented management has been generated; novelty: the development and specification of theoretical positions, development of science-based recommendations for the management of customer-oriented strategies of retail enterprises; the results are implemented into production and educational process; the industry of application is trade.