Modeling the development of the creative potential of trade enterprises in the marketplace environment based on a dynamic approach

Abstract

The article examines the theoretical and applied foundations of modeling the development of the creative potential of trade enterprises in the marketplace environment. It is established that in the context of digital transformation of the economy and increasing competition on e-commerce platforms, creative potential becomes a key factor of long-term competitiveness of enterprises, as it determines their ability to generate, implement, and scale innovative solutions. The expediency of applying system and dynamic approaches to the study of the development of creative potential is substantiated, which makes it possible to reflect the interconnections between internal and external factors, managerial interventions, and final market outcomes. A dynamic model is developed in which the central variable is a normalized index of creative potential, the change of which reflects the influence of stimulating and constraining factors, as well as controlled actions of the enterprise. It is shown that the model integrates a factor structure, dynamic development equations, a technological submodule, and an optimization block, which allows forecasting the trajectory of creative growth and assessing the effectiveness of managerial decisions. The model is tested using three leading Ukrainian marketplaces - Rozetka, Prom.ua, and Epicenter Marketplace. It is revealed that Prom.ua demonstrates the highest cumulative growth of the creative potential index, Epicenter Marketplace shows the highest absolute values of the index, while Rozetka demonstrates the most stable growth trajectory. It is determined that the greatest effect at the initial stages of development is ensured by investments in AI/ML solutions, staff training, partnership programs, and the implementation of AR/VR technologies. At the same time, the limitations of practical application of the model are outlined, including a high dependence on data quality, the need for periodic updating of parameters, the availability of modern IT infrastructure, and qualified analytical personnel. It is proved that the proposed model can serve as an effective tool for strategic management of the development of the creative potential of trade enterprises in the dynamic marketplace environment.