UDC 339.37
DOI: 10.51409/va2023.03.01.003


E. S. Yakhontova,
Doctor of Sociology, Professor of the Higher School of Economics, RANEPA, Moscow, Russia
N. A. Belyaeva,
student of the program TWO of the Higher School of Economics, RANEPA, General Director of Pelican LLC, Moscow, Russia


The purpose of the work. The purpose of the study is to study the Russian retail market and changes in approaches to the business of retail companies.
Materials and methods. The methodology of the work is based on such general scientific methods as analysis, synthesis and comparison. The theoretical and methodological basis of this study is to understand the impact of the company’s business model on its competitiveness. The empirical base is based on the content analysis of scientific literature and analytical publications in open sources devoted to the retail market.
Results. The article discusses the trends of the Russian retail market. The relationship between changes in approaches to doing business and competitiveness in the retail market is traced, typical business models of retail companies are identified.
Conclusion. Retail can be called the most dynamic industry, which has good financial performance even in conditions of economic crisis, and the leading companies in the markets demonstrate a high ability to adapt to a turbulent business environment. Russian retail companies, even in extremely difficult conditions, first covid restrictions, and then tough sanctions, have maintained their stability and are developing quite successfully. This is largely the result of the flexibility of business models and the commitment of company management to change in response to challenges. VUCA is the world in which we live and act. It is on the external environment that it is customary to write off all their failures, including in business, but leading retail companies successfully operate in the VUCA environment.


competitiveness, business model, retail market, VUCA-world, linear business model, platform business model, vertically integrated business model, ecosystem.