Features of forming an innovative strategy for the development of trade enterprises in the conditions of transformational changes

The article is aimed at studying the current state of innovation activities of enterprises providing trade services and elaborating the innovative strategy for their development in the context of transformational changes caused by the war, digitalisation of the economy and society, and the need for post-war recovery. To achieve this goal, in the article, views of domestic scholars on  theoretical and practical foundations of introduction of innovations and implementation of innovative activities by trade enterprises are analyzed. It is concluded that it is necessary to develop the innovative strategy of enterprises providing trade services in the context of transformational changes, considering differences in their size, financial capabilities, territorial location, purchasing power of consumers, etc. In the article, the number of innovatively active wholesale trade enterprises, volumes of sales of innovative trade services and expenditures on innovations is analyzed. It is noted that trade service enterprises are divided into wholesale and retail, the latter including retail, which involves sale of goods and services to end consumers for personal consumption, combining the advantages of online and offline shopping. Main activities and innovative technologies used by retailers are identified. In the article, the structure is developed, and ain components of the innovation strategy of trade services enterprises are substantiated, which is a set of strategic decisions aimed at selection priorities of their innovative development, considering requirements of national legislation and strategic documents of the European Union (EU) as the main trading partner of Ukraine. It is indicated that the developed innovation strategy is suitable for any size of trade services enterprises and should take into account state strategies for innovative development of the country as a whole and subjects of various types of economic activity, as well as unmet needs and the level of financial capacity of consumers, available resources for innovative renewal.