TRADE UNDER THE INFLUENCE OF GLOBALIZATION AND REGIONALIZATION: FROM FAMILY ENTREPRENEURSHIP TO THE SYSTEM-NETWORK PARADIGM OF DEVELOPMENT

The article is devoted to understanding the transformation of the forms and principles of organization of the trade sphere under the influence of globalization processes and, at the same time, regionalization of the economy and social relations, intensified at the macro level by centrifugal processes. The author substantiates the objective nature of the ongoing changes in the trading paradigm, formulates the concept of the current “systemic” paradigm, which is based on corporate retail chains and trade and purchasing unions. Marketplaces are for the first time considered as a tool for forming a systemic alternative to retail chains and a condition for the further merging of offline and online forms of trading systems based on omnichannel. The author substantiates the prospects for the transition from an entrepreneurial business model to a “system- network” model, built on the synergy of interests of trade organizations, suppliers and associations of loyal consumers, with the growing importance of the latter, which will allow us to talk about the gradual formation of ecosystems in the consumer market.