Anna I. Barbaruk

Author's articles(1)

Strategic assessment of the innovation activity of a DIY segment trading company



The problem of the research is the identification of the weak and strengths of the innovative activity of the DIY segment (Do It Yourself). The object of the study is OP "Leroy Merlin Shopping Center" (Testers), OOO "LMV" (St.Petersburg, Ispitateley, 5). Theoretical and empirical research methods (PEST-analysis, SWOT-analysis, quantitative assessment of indicators, etc.) are used in the article. The strengths of innovative activity are revealed: price, assortment and management policy. Weaknesses: insufficient development of presentation tools and lack of innovative sales channels. The results...