Adaptive Architecture Management (AEAM) as a Tool for Strategic Development of a Retail Company: Managing the Business Model, Resources, and Decisions in Conditions of Uncertainty

Elena Gutsalova

Citation: Elena Gutsalova, "Adaptive Architecture Management (AEAM) as a Tool for Strategic Development of a Retail Company: Managing the Business Model, Resources, and Decisions in Conditions of Uncertainty", Universal Library of Business and Economics, Special Issue.

Copyright: This is an open access article distributed under the Creative Commons Attribution License, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.

Abstract

This manual examines adaptive mechanisms through which retail companies sustain strategic development under conditions of persistent macroeconomic, competitive, and technological uncertainty. The work is built on the Adaptive Enterprise Architecture Methodology (AEAM), which conceptualizes a retail firm as a dynamic system evolving through iterative cycles of hypothesis formulation, empirical testing, and corrective adjustment rather than through static long-range planning. Drawing on Dynamic Capabilities Theory, Agile management principles, and Lean organizational thinking, the study synthesizes evidence from peer-reviewed research published between 2021 and 2023 to identify the structural, analytical, and organizational conditions that allow retailers to reconfigure resources in real time. The manual introduces an integrated control framework that connects financial and operational indicators within a unified managerial loop, proposes a hypothesis-driven prioritization method for assessing assortment, format, and territorial growth decisions, and validates the approach through three documented implementation cases in which organizations achieved revenue gains of 40 to 60 percent. The findings are particularly relevant for retail executives, strategy practitioners, management consultants, and doctoral researchers working on organizational resilience and adaptive strategy.


Keywords: Adaptive Strategy, Retail Management, Business Model Architecture, Dynamic Capabilities, AEAM Methodology, Scenario Analysis, Hypothesis Management, Resource Reallocation, Strategic Resilience, Digital Analytics.

Download doi https://doi.org/10.70315/uloap.ulbec.2023.003