The paper aims at identifying the transformations in trade influenced by the main macroeconomic forces of trade companies in European countries in the 21st century. The author surveys the specialist literature dealing...The paper aims at identifying the transformations in trade influenced by the main macroeconomic forces of trade companies in European countries in the 21st century. The author surveys the specialist literature dealing with marketing and trade. On the basis of the research carried out, it has been established that the development of new retail formats （e.g. convenience shops, e-commerce）, which was influenced by the transformations in the macroeconomic environment of companies, was observed. At the same time, retail formats of hybrid character （e.g. discount convenience shops） have appeared and old well-known ones like department stores, supermarkets, or discount shops have strengthened their market position. The knowledge about the issues presented in the following paper has practical implications and can be helpful for managers of trade companies.展开更多
文摘The paper aims at identifying the transformations in trade influenced by the main macroeconomic forces of trade companies in European countries in the 21st century. The author surveys the specialist literature dealing with marketing and trade. On the basis of the research carried out, it has been established that the development of new retail formats （e.g. convenience shops, e-commerce）, which was influenced by the transformations in the macroeconomic environment of companies, was observed. At the same time, retail formats of hybrid character （e.g. discount convenience shops） have appeared and old well-known ones like department stores, supermarkets, or discount shops have strengthened their market position. The knowledge about the issues presented in the following paper has practical implications and can be helpful for managers of trade companies.
