JUSTIFICATION OF THE COMPETITIVE DEVELOPMENT STRATEGY FOR RETAIL CHAINS IN THE KRASNOYARSK KRAI, CONSIDERING DIGITAL TRANSFORMATION PROCESSES

Natalia Tereshchenko; Maria Petrukhina

UDC

339.378 005

VAK Russia

5.2.3

JUSTIFICATION OF THE COMPETITIVE DEVELOPMENT STRATEGY FOR RETAIL CHAINS IN THE KRASNOYARSK KRAI, CONSIDERING DIGITAL TRANSFORMATION PROCESSES

Published in Trade, service, food industry · Pages 22–38 · Rubric: Trade

EDN: OMLMJR

Received: 06.02.2026 Accepted: 21.02.2026 Published: 02.04.2026

Authors

Natalia Tereshchenko

Maria Petrukhina

Natalia Tereshchenko

Academic degree: doctor of economic sciences

Science rang: professor

Siberian Federal University professor · Depatment of Trade Business and Marketing · Russian Federation · Krasnoyarsk

Maria Petrukhina

Siberian Federal University Russian Federation · Krasnoyarsk

ABSTRACT

This article is dedicated to the analysis and substantiation of the competitive development strategy for retail chains operating in the Krasnoyarsk Krai region, within the context of modern digital transformation processes. The author examines the key challenges arising from the implementation of digital technologies in retail operations, emphasizing the necessity of adapting strategic approaches to enhance competitiveness. The article highlights the main components of a competitive strategy, including the optimization of operational processes, the utilization of digital platforms and analytical tools to improve customer experience, and the expansion of sales channels through online promotion and e-commerce. Special attention is given to analyzing the specific characteristics of the regional market, consumer preferences, and infrastructural aspects, which allows for the reasoned formation of strategies that consider local conditions. The author argues that the effective implementation of digital technologies contributes to increasing the operational efficiency of retail chains, strengthening their market positions, and ensuring sustainable development in a rapidly changing business environment. A significant conclusion is the necessity of integrating digital initiatives with traditional strategies, which becomes the key to long-term success in competitive struggles. The substantiation of the presented strategy is based on a comprehensive market analysis, theoretical approaches to competition, and practical experience in implementing digital solutions in the retail sector. The article serves as a valuable source of information for experts, managers, and strategists interested in current methods for strengthening the positions of retail chains in the digital era, and also emphasizes the importance of a flexible and innovative approach to business development in the regions.

KEYWORDS

digital transformation, competitive strategies, retail, retail chains, Krasnoyarsk Krai, key digital tools, strategic digital focus

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GOST

Tereshchenko N. N., Petrukhina M. D. JUSTIFICATION OF THE COMPETITIVE DEVELOPMENT STRATEGY FOR RETAIL CHAINS IN THE KRASNOYARSK KRAI, CONSIDERING DIGITAL TRANSFORMATION PROCESSES // Trade, service, food industry. 2026. no. 1. pp. 22-38. EDN: OMLMJR. (Date of access 07.09.2026).

MLA

Natalia Tereshchenko, Petrukhina M. D.. "JUSTIFICATION OF THE COMPETITIVE DEVELOPMENT STRATEGY FOR RETAIL CHAINS IN THE KRASNOYARSK KRAI, CONSIDERING DIGITAL TRANSFORMATION PROCESSES." Trade, service, food industry 6.1 (2026): 22-38. EDN: OMLMJR.

APA

Tereshchenko N. N., Petrukhina M. D. (2026). JUSTIFICATION OF THE COMPETITIVE DEVELOPMENT STRATEGY FOR RETAIL CHAINS IN THE KRASNOYARSK KRAI, CONSIDERING DIGITAL TRANSFORMATION PROCESSES. Trade, service, food industry, 6(1), 22-38. EDN: OMLMJR.

Chicago

WIKI

{{cite journal | author = Tereshchenko N. N., Petrukhina M. D. | title = JUSTIFICATION OF THE COMPETITIVE DEVELOPMENT STRATEGY FOR RETAIL CHAINS IN THE KRASNOYARSK KRAI, CONSIDERING DIGITAL TRANSFORMATION PROCESSES | journal = Trade, service, food industry | year = 2026 | volume = 6 | issue = 1 | pages = 22-38 }} EDN: OMLMJR

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