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MODERN APPROACHES TO MANAGING THE COMPETITIVENESS OF STAFF OF TRADING ENTERPRISES

Author (s)

Niyzov J.S.

Abstract

The article examines modern scientific and practical approaches to the competitiveness of retail personnel during the transition to a digital economy and increasing competition. It is argued that personnel are the primary strategic resource determining the sustainability and effectiveness of retail enterprises in the consumer market. A comprehensive analysis of the main management approaches was conducted: competence-based, systemic, process-based, marketing-based, motivational, innovative, customer-oriented, and performance-based. The essence, methodological features, and advantages of each approach, along with their limitations in retail operations, are described. Economic and mathematical methods for assessing the competitiveness of personnel in retail enterprises are proposed, allowing for an objective assessment and measurement of professional competencies, labor productivity, the degree of involvement in customer service, and the effectiveness of management decisions in the use of human capital. It has been demonstrated that the use of integrated calculations and a KPI system improves the objectivity of personnel performance assessments and contributes to the development of a modern human resources management system. It has been demonstrated that an integrated approach, a combination of differentiated management concepts, is most effective. This approach develops personnel professional competencies, improves productivity, and ensures sustainable competitive advantages for retail outlets.

Keywords

personnel competitiveness; personnel management; trade enterprises; human capital; professional competencies; customer orientation; operational efficiency

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