РИЗИКИ КОМЕРЦІЙНОЇ ДІЯЛЬНОСТІ ТА АНТИКРИЗОВЕ УПРАВЛІННЯ ПІДПРИЄМСТВОМ РОЗДРІБНОЇ ТОРГІВЛІ

The article examines the theoretical and practical aspects of risk identification in the commercial activities of retail enterprises and substantiates the tools of anti-crisis management under conditions of an unstable market environment. It is determined that the modern functioning of retail enterprises is characterized by a high level of uncertainty caused by increasing competition, fluctuations in consumer demand, disruptions in supply chains, macroeconomic instability, and the transformation of trade business processes under the influence of digitalization. In such conditions, risk becomes an integral characteristic of commercial activity and significantly affects the efficiency, stability, and competitiveness of retail enterprises. The study substantiates the importance of a systematic approach to risk identification as a key stage of the risk management process in the commercial activities of retail enterprises. It is emphasized that timely identification of potential threats allows enterprises to form an appropriate information base for further analysis, assessment, and development of effective managerial decisions aimed at minimizing negative consequences. Based on the generalization of scientific approaches and the analysis of the specifics of retail trade, the main groups of risks inherent in retail enterprises are identified and systematized. These include commodity risks, logistics risks, financial risks, marketing risks, and organizational and managerial risks that arise during the implementation of trade and commercial operations. Particular attention is paid to the development and systematization of anti-crisis management instruments aimed at preventing or reducing the negative impact of risks on the performance of retail enterprises. Among the most important tools are the diversification of suppliers, optimization of the product assortment based on sales analytics and consumer preferences, the implementation of inventory management systems, flexible pricing strategies adapted to market conditions, and the use of digital tools for sales analytics and demand forecasting. The study also proposes a system of indicators for assessing risks in the commercial activities of retail enterprises, which enables continuous monitoring of key business parameters, identification of negative trends, and improvement of managerial decision-making processes. The practical significance of the research results lies in the possibility of applying the proposed approaches to risk identification, assessment, and anti-crisis management in the management system of retail enterprises. Their implementation contributes to increasing the efficiency of commercial activities, strengthening the economic stability of enterprises, and improving their adaptability to dynamic changes in the market environment. The proposed methodological provisions can also serve as a basis for further research in the field of risk management and the development of integrated models for managing commercial risks in retail trade.