MANAGING DEVELOPMENT OF THE ORGANIZATIONAL CULTURE OF TRADE ENTERPRISE

Background. Mechanism of forming / improving organizational culture plays an important role in the management of modern enterprises. Often qualitatively formed organizational culture becomes a strategic business advantage, allowing enterprises successfully implement their strategic objectives, take an attractive position in the competitive market. But now there is still a lack of developed scientific and methodological approaches to the modeling of a particular type of organizational culture on the basis of internal organizational differences, industry's features of enterprises activity and development, specific of the environmental factors influence on the enterprises. Purpose of the study. Clarify the concepts of the theory of general and strategic management of enterprises associated with aspects of the formation and further development of the organizational culture of commercial enterprises and strengthen their competitive position, develop a management model of development of organizational culture of trade enterprises using economic mathematical instruments and matrix method of decision-making; the identification of the importance of organizational culture in promoting trade competitiveness on the market. Results. According to analysis of the different conceptual approaches to enterprises' organizational culture, specific of its formation and managing development in Ukraine trade enterprises, are defined the concepts "organizational culture of trade enterprise", "formation of the organizational culture of trade enterprise", "managing development of the organizational culture of trade enterprise", "strategic advantages of the trade enterprise".Conclusions. It has been defined in the article that organizational culture plays an important role in ensuring competitiveness of the trade enterprise's potential. This and the uniqueness of the organizational culture of every trade enterprise determine the necessity of assessment to the level of organizational culture of the trade enterprise, in which the enterprise can upgrade without additional expenses or with minimal expenses. The main aim is compatability between organizational culture and strategy of enterprise, which allows implementing strategic changes that could be strategic advantage of the enterprise. It has been established, that competitive advantages, generated at the operational level of trade enterprises management, can be transformed into strategic ones for the enterprise. At the same time reserves to increase the level of the organizational culture of trade enterprises in Ukraine due to such elements as culture of management and culture of organization ofthe trade activity have been identified.