Ekaterina A. DOLYADonetsk National University of Economics and Trade named after Mikhail Tugan-Baranovsky (DONNUET), Donetsk, Russian Federation dolaekaterina77@gmail.com ORCID id: not available
Subject. This article considers the business environment of retail enterprises of the Donetsk People's Republic and discusses their development problems in conditions of uncertainty. Objectives. The article aims to identify key areas for the adaptive development of retail enterprises in the new Russian regions. Methods. For the study, we used the expert assessment and integral estimation methods, multivariate analysis, and graphic modeling. Results. The article finds that the landscape of adaptive development of retail enterprises of the Donetsk People's Republic is uneven, since it is formed under the influence of a wide range of factors, each of which has a multi-vector impact on their development. The implementation of preferential lending programmes for entrepreneurs expands the opportunities for attracting and using borrowed capital to ensure adaptive development. Conclusions. The active implementation of measures to integrate into the legal, economic, cultural, and educational space of Russia contributes to increasing the comfort of the landscape of adaptive development of retail enterprises in the region. Retailers of the Donetsk People's Republic are facing the urgent task of digital transformation of business processes.
Keywords: adaptive development, landscape, comfort level, integral assessment
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