Competition intensification in all segments of the consumer market is important feature of modern economic environment. Restaurant business isn’t exception. The issues of efficiency assessment of the current business model of restaurant business enterprise become topical in terms of economic environment volatility. The purpose of the research paper is development of methodological toolkit for management efficiency assessment of the business model of restaurant business enterprise with the aim of determining the main ways of value retention and profitability level improving. Solving the research paper objectives is realized by such general and special methods of investigation as analysis and synthesis, generalization and systematization, the dialectical approach. The model of management efficiency assessment of the business model components is generated by authors and appropriate methodological toolkit is proposed with taking into account the specific for restaurant business enterprise business processes (production, sale and consumption of culinary products and services) and key criteria of business model efficiency (effectiveness, quality and time). It is argued that the restaurant industry is inseparably linked with the creation and retention of value supply. That is why it is grounded the necessity to take into account the value retention coefficient of restaurant business enterprise during determining the level of effectiveness of its current business model. It is proved that the level of efficiency of business processes management and the value retention ability of restaurant business enterprises are information basis for determining the fundamental provisions of its business model quality improving.

Relevance. The result of the effective functioning of the enterprise is its development and growth. Modern economic conditions are characterized by high dynamism and uncertainty, tough competition, which requires from trade enterprise to form the development strategy taking into account market environment changes and adaptation of the internal parameters of functioning to them. The practical solution of problems, which are related to the necessity to provide enterprises with efficiency and competitiveness, depends on the methodological principles of elaboration for their development. Aim. The aim of the study is to substantiate the concept of development core of the trade enterprise as the new view of its development process. Methodology. In the process of substantiating the concept of development core of the enterprise, the historical method and the content analysis method were used to study the enterprise development theory; system analysis method was used for substantiation of the development conceptual vision of the trade enterprise; formalization method was used for creating development core model of the enterprise. Results. On the base of the development of the concept of economic core with the aim to take into account the most important determinants of the enterprise development, the concept of development core of the enterprise is elaborated; it provides interaction of three components: the strategic component determines development directions and measures for their achieving; the resource potential component provides the necessary resources mobilization; the business model component promotes the chosen activity effectiveness. Support of efficiency of development core of the enterprise is carried out through the supporting and resulting subsystems. The supporting subsystem necessitates the formation of special methodological support for implementation of the key formation processes and interaction of components of development core of the enterprise. The purpose of core resulting subsystem is to summarize the enterprise activity, exchange information with the internal and external environment. Practical value. The identified components of development core of the enterprise cover key areas of management at the enterprise; it provides comprehensive coverage of its development determinants and application of the concept of development core in the trade enterprises activity will help create conditions for their harmonious development. Value/originality. The concept of development core of the enterprise is elaborated; it is based on the process approach of intra-component functioning of strategic, resource potential and business model components and serves as theoretical and methodological support for the choice of strategic priorities of development of the enterprise.

Purpose. The aim of the article is substantiation of the methodology of strategic management of risk resistance of a retail enterprise. Methodology of research. The works of domestic and foreign scientists on strategic risk management in the enterprise are the theoretical and methodological basis of the study. The tasks set in the work were solved using the following methods: analysis and generalization - when analysing models of strategic risk management; a systematic approach, an abstract and logical one - when determining the main stages of strategic management of the risk resistance of a retail enterprise, developing a “bow tie” diagram for assessing the risks of a retail enterprise; economic and mathematical modelling - when developing a tuple of structural elements of an information system for managing the risk resistance of a retail enterprise. Findings. Scientific approaches to the formation of a strategic enterprise risk management system were studied. The key aspects of the methodology “Risk management of the organization. Integrated Model” were considered. A PPRR-model of strategic management of the risk resistance of a retail enterprise was developed. The main stages of strategic management of the risk resistance of a retail enterprise are determined. A tuple of structural elements of the information system for managing the risk resistance of a retail enterprise was formed. A methodical approach to the construction of a “bow tie” diagram for risk assessment of a retail enterprise is substantiated. This approach takes into account the relationship between the sources of risk and the consequences of its implementation. Originality. An organizational and methodological approach to the formation of a strategic management system for the risk resistance of a retail enterprise has been developed, unlike existing ones, it creates the opportunity to quickly and timely respond to changes in the external environment, identify sources of risk, establish cause-and-effect relationships between risk factors and its consequences, analyse and prove relevant information at risk for strategic decision makers. Practical value. Practical implementation of the results of the study lies in the development of applied tools that can be used to make informed strategic decisions to mitigate the consequences of the onset of risk events, increase the level of risk resistance of retail enterprises under resource and time constraints, while contributing to the achievement of the set targets for the activities of a trading enterprise. Key words: risk, risk resistance, strategic management, PPRR model, information system, assessment, “bow tie” diagram.

доктор економічних наук, професор, Харківський державний університет харчування та торгівлі Аскеров Т.Т. аспірант кафедри економіки і управління, Харківський державний університет харчування та торгівлі

У статті обґрунтовано значення та перспективи розвитку digital-маркетингу як дієвого інструменту антикризового розвитку ресторанного бізнесу, який одним із перших постраждав від пандемії COVID-19. Аргументовано необхідність переосмислення діючих бізнес-моделей підприємствами ресторанного бізнесу з огляду на можливості digital-маркетингу як дієвого інструменту їх антикризового розвитку. Визначено переваги онлайн-маркетингу, який орієнтований на підвищення клієнтоорієнтованості, зміцнення емоційного зв’язку з клієнтом підприємства ресторанного бізнесу. Із метою використання можливостей диджиталізації у сфері ресторанного бізнесу визначено ключові трансформації клієнтського досвіду, які констатують факт зрушень у сприйнятті споживачем базових граней як самого підприємства ресторанного бізнесу, так і ресторанного продукту. Визначено основні методи цифрового маркетингу, які можуть бути використані під час здійснення антикризового менеджменту підприємствами ресторанного бізнесу в сучасних умовах. Сформовано комплекс переваг цифрової трансформації моделей підприємств ресторанного бізнесу в умовах пандемії COVID-19.