INTERNAL RESOURCES OF INCREASING RETAIL EFFICIENCY

Abstract

Despite the difficult period for retail, Russian retail chains continue to develop and find new resources to improve the efficiency. The largest retail chains are expanding markets and continue to grow steadily. However, modern economic conditions place high demands on the activities of managers and staff in retail. Moreover, the unstable external environment forces the management to look for new opportunities of improving their enterprises competitiveness. An organizational culture is the important resource for improving the retail enterprise efficiency. Nevertheless, the effective organizational culture can be built only on the shared values of all staff. The article describes the results of the study of value orientations of managers and subordinates in connection with their work activity. We analyzed the "TD Intertorg" ("Narodnaya 7-ya Family") which was one of the largest food retail companies in St. Petersburg. We used the formalized survey methodology to study the value orientations of 170 employees of the company. We identified and characterized the differences in the value orientations of the administrative, retail and operational staff with high and low labor activity. Also we defined the key values for the creation of the organizational culture that increases the efficiency of the personnel of the retail company. We offered the mechanism of development organizational culture for the trade enterprise on the basis of values compatibility of the managers and subordinates. The results help us to optimize business communication process and improve the efficiency of the retail enterprise.