THE ECOSYSTEMS AS A NEW STAGE OF RETAIL DEVELOPMENT

In the complex VUCA world researchers are interested in studying business models. In modern conditions the concept of business modulation acquires development, which involves minimizing dependencies between elements (modules) while increasing the connections within the modules. It is modularity that creates the conditions for the emergence of an ecosystem. The article deals with three groups of research on the topic of ecosystems: ecosystems as biological systems, ecosystems as structures and ecosystems as ways to create a value proposition. The author substantiates that ecosystems are non-hierarchical structures of relationships in order to create such a common value that a single firm would not be able to create alone. Modern authors, considering business models of retail, focus on the impact of digitalization and put the creation of value for customers at the forefront. The article gives examples of innovation ecosystems of the largest retailers, which made it possible to confirm that they do not have hierarchical management as in classic business models, since the so-called "center" consists of hundreds of companies, a powerful IT architecture. It is revealed that since ecosystems mean organization within organization without hierarchical types of management, this requires the development of internal entrepreneurship and skills of systemic interaction. It is necessary to transform one's own consciousness and the consciousness of a whole generation that will interact within the framework of ecosystems, which requires universities to educate students new types of skills.