Fundamental Concepts of Building a Marketing-Oriented Business Model of Retail Structures' Innovative Development

Abstract

Marketing orientation of innovative trade development necessitates the organization of marketing management of such development. Marketing management is part of the general business policy and describes a set of rules, views and aspirations of the company in relation to its market activities. The article systematizes relevant business models of retail structures' (RS) innovative development and proposes promising directions to transform business models of their innovative development. The introduced concepts of the business model of RS innovative development are based on the practical significance of the marketing orientation of the business model of RS innovative development. The main directions are to change the logic of the creation or appropriation of value by the company by changing the types of marketing activities; methods and tools for appropriating part of the value produced as income; transformation of RS management mechanisms. The study classifies types of innovations in business models of trade enterprises in conjunction with the key value increments, implemented through innovations. This categorization will lead to research focused on various aspects of building business models of retail structures' innovative development.