Subject. The article discusses the innovative activity of business models of retail enterprises. Objectives. The purpose is to develop a scientific and methodological approach to assessing the level of innovative activity of business models of retail enterprises, aimed at improving the efficiency of activities in the context of digitalization, and determining the positioning of the studied enterprises of the Donetsk People's Republic (DPR) by the type of reaction to existing business model update. Methods. The study employs methods of expert assessment, questionnaires, integral assessment, economic and mathematical modeling. Results. We developed a structural-logical scheme to determine the level of retail business model’s innovation activity. It is based on a hierarchical system of indicators considering the retail industry specifics and the key components of digital business model (resources, financial results, consumers, value, management), subject to requirements for criteria formation. The calculations demonstrated that 53% of the studied enterprises are at the average level of innovation activity, which is characterized by active reaction to business model updating. Conclusions. The offered system of indicators enables to determine the type of reaction to the importance of updating the existing business model. If the current business model continues, retailers cannot compete, and this will lead to loss of consumers and profitability. It is crucial to make effective management decisions to update the existing business models.
Keywords: business model, innovation, innovation activity, integral indicator, business model components
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