SYSTEM ANALYSIS OF FACTORS INFLUENCING THE FORMATION AND DEVELOPMENT OF CREATIVE POTENTIAL OF TRADE ENTERPRISES IN THE DIGITAL ENVIRONMENT OF MARKETPLACES

Abstract

In the context of the digital transformation of the economy and the intensifying competition in the market, the ability of trade enterprises to think creatively and engage in innovative development becomes a key factor in ensuring their resilience, adaptability, and long-term success. This trend is particularly relevant in the environment of marketplaces — electronic platforms that establish a new model of business interaction between consumers, suppliers, and partners. Within such a digital ecosystem, the creative potential of an enterprise is viewed not merely as a collection of individual creative abilities of employees but as an integrated capacity of the organization to generate, implement, and scale innovative solutions that ensure its competitiveness in a dynamic market. As a result of the study of the classification nature of the factors influencing the formation and development of the creative potential of trade enterprises in the marketplace environment, it was substantiated that creative development is not a spontaneous or random process but is determined by a multidimensional system of interrelated factors encompassing all key aspects of enterprise functioning in the digital environment. It was justified that differentiating the factors by their origin, nature of influence, field of implementation, degree of controllability, and time horizon makes it possible to reveal their structural complexity and clearly define managerial priorities in both the short and long term. It was proven that the effective formation of creative potential requires not only internal readiness for change but also the ability to adapt to external challenges of digital transformation through the integration of technological, marketing, institutional, and sociocultural mechanisms into the enterprise’s strategic management. The formation of the creative potential of trade enterprises in the marketplace environment is driven by the interaction of internal and external, technological, marketing, institutional, and sociocultural factors. Effective management of these factors requires a comprehensive approach that combines strategic planning with operational adaptation to market changes.