Digitalization and Strategic Transformation of Retail Chain Stores: Trends, Impacts, Prospects

Research output: Contribution to journalArticlepeer-review


Abstract: The study of the transformation of retail chain stores (RCS) due to the impact of digitaliza-
tion on them is a new problem. The main part of modern scientific research is devoted to separate directions of digitalization and does not consider conceptual aspects of these processes. The purpose of this article is to fill the existing research gap through the development of a new system concept of
the digitalization impact on RCS transformations. The study shows the need to clarify the understanding of RCS strategic transformation caused by the drivers of different digitalization processes,
which are not well understood today and are not taken into account when developing digitalization
strategies. This situation has an extremely negative effect on the quality of RCS development and
its competitiveness. The article consistently examines insufficiently covered problems in scientific
literature and offers a new conceptual approach to the impact of digitalization on companies with
regard to RCS transformation. New digitalization trends and their drivers have a deep impact on
RCS transformations. A new system model is needed that integrates superdrivers and the impact
of digitalization on the RCS transformation. Causal and heuristic forecasts of prospects, trends
and results of digitalization, including contradictory results of AI development are included. We
used materials from large retail chains “Magnit”, “Perekrestok” and “M.Video-Eldorado Group”.
The research methods used were system modelling, cause and effect links building and heuristic forecasting based on logical models. The main results will be useful for researchers, managers,
entrepreneurs and students in developing a clear understanding of digitalization development and its impacts, in order to better work out digitalization strategies and for the development of new
directions of scientific research.
Translated title of the contributionЦифровизация и стратегическая трансформация торговых сетей: тренды, влияние, перспективы
Original languageEnglish
Article number108
Number of pages21
JournalJournal of Open Innovation: Technology, Market, and Complexity
Issue number108
StatePublished - 6 Apr 2021

Scopus subject areas

  • Economics, Econometrics and Finance(all)
  • Business, Management and Accounting(all)
  • Computer Science(all)
  • Social Sciences(all)
  • General


  • digitalization
  • retail chain stores
  • digitalization drivers
  • system model of digitalization
  • retail chain stores transformation
  • new trends in retail


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