Authors: M. Chorna, ORCID ID 0000000153877832, Doctor of Economics, Professor, Head of the Department of Economics of Enterprisers of Food Technology and Trade named after I.G. Berezhny of the Kharkiv State University of Food Technology and Trade, Kharkiv, Ukraine
R. Buhrimenko, ORCID ID 0000000209730814, PhD in Economics, Associate Professor, Department of Economics of Enterprisers of Food Technology and Trade named after I.G. Berezhny of the Kharkiv State University of Food Technology and Trade, Kharkiv, Ukraine
A. Zonwire, ORCID ID 0000000221893894, Рostgraduate Student, Kharkiv State University of Food Technology and Trade, Kharkiv, Ukraine
Abstract: The article presents a methodological approach to assessing prospects for strategic transformation of retailers by creating free competition for fundamentally new markets, which are – the blue oceans . The approach was developed in agreement with the principles of the matrix method using modern attributes-indicators of the specific character of the activities of retailers, namely the volume of the non-food group of goods and the share of the Internet network in the structure of the retailers’ turnover.
Key words: blue ocean strategy; retail trade; competition; market space
Received: 20/02/19
1st Revision: 21/3/19
Accepted: 27/3/19
DOI: https://doi.org/10.17721/1728-2667.2019/204-3/7
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