The dissertation for the Doctor of economic sciences degree, specialty 08.00.04 – economics and management of enterprises (by economic activities). – Chernihiv Polytechnic National University of the Ministry of Education and Science of Ukraine, Chernihiv, 2021.
The dissertation is devoted to the development of theoretical and methodological foundations and practical recommendations for the management of the retailers’ online business development in digital transformation.
The concept and methodological basis of interior management of retailers’ online business development in digital transformation are substantiated. The main idea of that is the ability to simultaneously reconfigure the business model into a transitive one, adapt the marketing commodity policy management system, rationally implement HR and risk management, actively develop the innovative component of the business within a coherent development trajectory, based on the implementation of relevant tools. The conceptual vision of the marketing commodity policy management system is formulated against the digital transformation background of online business of retailers’ online business. It takes into account heterogeneous demands, needs, preferences of online buyers and increase the efficiency of retailers’ economic activity. The methodological basis for reconfiguring the business model of retailers’ online business into a transitive one is improved, which provides co-adaptation to permanent changes in the external environment and based on a semantic approach to creating a value proposition for buyers in the market.
The scientific and methodological approach to identifying the trajectory of retailers’ online business (persistent, integration, co-adaptation) based on the clustering of priority competitors and the results of online buyers’ evaluation of their marketing product policy is proposed. This approach focuses on building of product offerings pool with high online buyers’ demand and value in different segments and ensures the achievement of strategic, tactical and operational goals. The two-factor morphological matrix for the marketing product strategy type identification of retailers’ online business in digital transformation is developed. According to that retailers can fill the product portfolio with valuable categories and subcategories for online buyers.
The system of indicators for assessing the impact strength of the competitive background heterogeneous components in the context of management of the retailers’ online business development in digital transformation is proposed. It is the quintessence of markers of improving operational business processes, rethinking business values, better understanding of online buyers’ preferences and establishing communication with them, creating a favorable business climate. The matrix of gradation-conversion shifts of discrete and continuous stages of online store is developed. The econometric model of the marketing commodity policy management system of the retailers’ online business development in digital transformation is created. Practical recommendations for retailers’ HR-management are presented and parametric measurements of the innovative component of their online business are done on the basis of a qualitative classifier with the metrics which represent the intensity of innovative projects and practices implementation. The statuses of the retailers’ online business risks are identified according to the developed risk taxonomy and by the verification and qualitative assessment of the risk occurrence probability.
Applied aspects to customize Facebook / Instagram feeds based on the experience of potential buyers within the implementation of the advertising campaign is represented. This increases the visibility of the retailer’s online store among priority competitors and helps to attract new buyers. The dynamic model of the critical mass of the retailer’s Facebook / Instagram business account is proposed. The model provides the systematic tracking of changes in the number of active followers and identify the nature of their impact on social network users. Moreover, the model is a foundation for the rational making management decisions for retailers to choose the correct online business vector in the Internet. The simulated model of the retailer’s response to negative feedback / comments from online buyers with desensitization of the target audience according to the current situation is developed. It takes into account the management of the retailers’ online business development at all hierarchical levels and provides instant conversation of negative feedback / comments into positive.
Keywords: digital transformation, retail, online business, interior management of online business development, marketing, HR and risk management, innovation, modeling, online store, Facebook, Instagram.
