Diagnostics as a Tool for Managing Behavior and Economic Activity of Retailers in the Conditions of Digital Business Transformation

The research is devoted to the conceptualization of methodological principles and methodological tools development for diagnosing retailers’ digital behavior and economic activity in the context of digital business transformation. The theoretical basis of the methodological platform for the diagnosis of the retailers’ digital behavior and economic activity has been formed as the basis for the implementation of the diagnostic process, focused on the special information formation used to make management decisions. A set of management actions related to the diagnosis of digital behavior and its changes in order to increase the efficiency of economic activity and the retailers’ activities in the conditions of digital transformation of business processes are determined. Methodical approaches have been developed to assess the adaptive retailers’ digital behavior through the identification of the level of mastering digital technologies and readiness for digital transformation based on data on the determinants of the formation of such behavior. The methodical tools development has been defined as promising research directions.