Особенности интернационализации ритейла в Украине

Abstract

The specifics of development of retail trade in Ukraine, through its further internationalization, consists in satisfying various consumer needs, which forces retailers to diversify their capabilities, while taking into account the specialized needs of individual customer groups. As a result of combining two opposing trends – diversification and specialization on the consumer market – a new dualistic strategy is being developed that dictates the logic of the emergence and development of new commercial formats of enterprises. Research and the synthesis of new trends in the development of these global trade formats are becoming a precondition for entrepreneurs to define their own strategy to maintain their position in the consumer market.