Impact of the information, communication and management convergence technologies on the activities of trade enterprises

Анотація

The aim of the study is a comprehensive and multidimensional analysis of the impact of the convergence of information, communication and management technologies on the functioning of enterprises in the field of trade. The key areas of transformational changes and prospects for the implementation of adaptive strategies formed as a result of rethinking communication between buyers and sellers are identified. To achieve this goal, the following tasks are formulated: 1) to generalize the systemic interrelationships of participants in trade processes in the context of digitalization of society as a whole; 2) to identify and analyze the current signs, status and trends in the development of the domestic retail market; 3) to systematize trends in the implementation of successful adaptive strategies by trade enterprises related to digitalization, and to identify the readiness of domestic trade enterprises for the wide integration of convergent information, communication and management technologies by the criterion of frequency of implementation of information and communication technologies. The study used general scientific methods of cognition, such as systematization, analysis and synthesis, which allowed to identify, on the basis of an interdisciplinary synthesis of relevant results of previous theoretical studies in economics, management, information technology and specialized expert surveys in the field of trade, the relationships between participants in trade processes and key trends in the activities of these companies related to the convergence of technologies. To understand the practical aspects of implementing adaptive strategies related to the introduction of convergent technologies by trade enterprises, the author used case analysis, observation, statistical analysis and data visualization. The practical value of the results obtained is that they provide an opportunity to make important generalizations about the impact of the convergence of information, communication and management technologies on the activities of trade enterprises. The adaptive strategies that have been successfully implemented by trade enterprises were primarily based on the benefits derived from the transformation of business processes as a result of the introduction of convergent technologies. These benefits relate to the following key elements of trade processes: improved customer interaction based on individualized needs and offers through the implementation of omnichannel strategies for integrating different sales channels; simplified inventory management and improved logistics; and adaptation to changing market conditions through the ability to respond quickly to changes in external factors, which strengthened the resilience of Ukrainian trade enterprises during the war. 

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