PROBLEMS OF REDUCING THE ENTREPRENEURIAL POTENTIAL OF TRADE ENTERPRISES AND WAYS TO OVERCOME THEM

This article analyzes the reasons for the decline in entrepreneurial potential of retail enterprises in the context of increasing competition, digital transformation, and institutional instability. Entrepreneurial potential is viewed as a multi-component characteristic, including material resources, management competencies, innovative capabilities, and behavioral factors. Key constraints – institutional, legal, financial, resource/ personnel, and organizational/managerial – are systematized, taking into account the role of psychological and motivational aspects. The article argues for the need to shift from disparate measures to an integrated policy combining regulatory reforms, targeted financing with educational support, human capital development, and risk management tools.