TRADITIONAL AND DIGITAL ORGANIZATIONS IN THE RETAIL INDUSTRY: COMPARATIVE ANALYSIS OF RESOURCE-BASED APPROACHES TO DIGITAL TRANSFORMATION
The article discusses the issues of resource provision of digital transformation in the retail sector. The purpose of the article is a comparative study of resource approaches to the digital transformation of traditional and digital retailers. The study was conducted using the author’s matrix of resource strategies for digital transformation, developed on the basis of the analysis of scientific and business literature. The general and specific resource approaches of traditional and digital organizations to the field of trade are formulated in relation to each of the groups of digital transformation resources, as well as practical recommendations on the resource provision of retail digitalization. The author concludes: successful digital transformation requires the organization to activate the innovative potential of employees, a dynamic combination of its own and partner resources (depending, among other things, on the business format - traditional or digital) and support the process with more complex transformations covering the competencies of staff, organizational structure and corporate culture.