INNOVATION AS A FACTOR TO IMPROVE TRADE ORGANIZATION IMAGE

The paper analyses the factors that affect the formation and improvement of the public image, and the competitive ability of a trade organization, and defines the role of the intensification of innovative activity for its further successful development. The study reveals the interconnection between the public image and its innovation activity. The strategies of practical implementation of innovations in the activities of trade organizations are summarized. Attention is paid to the development of classification of typical innovations in the practice of retail networks in conjunction with the planned economic effect.