Modern approaches to strengthening the competitiveness of trade enterprises under conditions of economic instability are examined. The main problems complicating the implementation of competitive strategies in trade enterprises are identified. Tools for enhancing competitiveness amid existential challenges are proposed. Cash flow management strategies are analyzed, including forecasting financial transactions and automating cost control. The impact of disruptions in logistics chains on trade activities is assessed, and the effectiveness of cooperation with domestic manufacturers and the use of multimodal transportation is substantiated. The role of business digitalization is explored, particularly the implementation of ERP and CRM systems, RFID technologies, and Big Data analytics to improve resource management efficiency and personalize customer service. The importance of expanding partnerships, entering new markets, developing export strategies, and utilizing modern marketing tools to ensure the financial stability of enterprises is emphasized. The need for a comprehensive approach to business adaptation, including financial, technological, logistical, and marketing aspects, to overcome crisis challenges and achieve sustainable development is highlighted.
Kutsyk et al. (Mon,) studied this question.