STRATEGIES FOR MANAGING SUSTAINABLE DEVELOPMENT OF ENTERPRISES IN THE CONDITIONS OF OBSE RVING SOCIO-ECONOMIC SECURITY

Abstract

The article deals with the issue of researching the peculiarities of strategies for managing the sustainable development of trade enterprises in the conditions of observing socio-economic security. The types of trade enterprises management in conditions of instability are generalized, in particular, administrative, strategic, operational, marketing, anti-crisis, etc. The strategies for managing trade enterprises in conditions of instability are systematized. The priority factors in the formation of strategies for managing the sustainable development of trade enterprises are proposed, such as: customer focus; choice of competitive strategy; location and logistics; digitalization and omnichannel; optimization of business processes; human resources management; corporate social responsibility (CSR). The strategies for managing a trading enterprise by different types of management are substantiated with details on existing measures. The most common strategies used by trade enterprises depending on the goals and conditions of the market are investigated, in particular: competitive, anti-crisis, development, marketing, operational. The experience of the directions, factors, principles and their combinations used in the development of management strategies in unstable conditions of successful retail chains ATB, NOVUS, SILPO Auchan, METRO is summarized. The features of strategies for managing the sustainable development of trade enterprises in the context of economic and social initiatives in the conditions of observing socio-economic security by the retail chains ATB, NOVUS, SILPO Auchan, METRO are substantiated. The experience of economic initiatives of retail chains shows their focus on increasing their competitiveness, optimizing costs and ensuring sustainable development. The experience of social initiatives of ATB, NOVUS, SILPO, Auchan, METRO retail chains shows that they are aimed at supporting society, employees and the environment. It is proved that the effectiveness of sustainable development management strategies of retailers is based on the synergy of economic, social, environmental and anti-crisis measures that ensure long-term business competitiveness and observing socio-economic security.