RESEARCH INTO NEW BUSINESS MODELS AND BUSINESS STYLES OF LEADING ENTERPRISES IN THE TRADE SECTOR (DOMESTIC AND FOREIGN PRACTICES)
Purpose. The article is aimed at studying and analyzing current business models and management strategies of leading trading enterprises in order to identify effective methods of increasing competitiveness and adapting to rapid changes in the market environment. Globalization and digital transformation are fundamentally changing the business environment, creating new challenges and opportunities for enterprises in the trade sector. Modern companies are forced to adapt to rapid changes in consumer preferences, apply innovative technologies and form strategies to ensure competitiveness.