DIGITAL TRANSFORMATION OF ENTERPRISES IN A COMPETITIVE ENVIRONMENT
Abstract
The article comprehensively explores the theoretical and applied aspects of digital transformation of enterprises in the context of the development of the global digital economy and European integration processes. The essence and structural elements of digital transformation as a complex process of rethinking the business model, technological architecture and management practices of the enterprise are revealed. The role of key digital technologies – artificial intelligence, big data analysis systems, cloud platforms, the Internet of Things, digital communication solutions and platform business models – in creating competitive advantages, increasing the efficiency of operational processes, reducing costs and accelerating innovation cycles is substantiated. The European political and regulatory context of digitalization is analyzed, in particular the strategic directions of the EU program "Digital Decade 2030", which cover the development of high-speed infrastructure, digital skills, digital transformation of business and the development of e-government. The key priorities of the digital policy of the EU Member States are highlighted, aimed at eliminating structural imbalances, ensuring cyber resilience and strengthening digital sovereignty. Based on official statistical data, a detailed analysis of the dynamics of the implementation of digital technologies by Ukrainian enterprises in 2020–2025 was carried out, including the use of ERP systems, cloud services, Big Data, social media, e-commerce tools and artificial intelligence technologies. The impact of war and economic turbulence on the formation of new approaches to the organization of business processes, digital security, logistics and data management was assessed. Key barriers to digital modernization were identified, including an insufficient level of digital competencies, limited investment resources, the complexity of integrating digital initiatives into corporate strategy, cyber risks and disparities in the development of digital infrastructure. Potential opportunities for digitalization for Ukrainian enterprises have been identified, including increasing productivity, expanding sales markets, strengthening analytical capabilities, implementing new business models, and integrating into the European digital space.
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