COMPETITIVE ADVANTAGES OF THE DIGITAL TRANSFORMATION OF ENTERPRISES
Abstract
The article highlights approaches to the role of digital strategy, in which the number of options using a unique advantage increases due to digital technologies, which allows digital change to be counted as a key advantage. The opinion is expressed that the competitive advantage of the development of enterprises in the modern economic society can be achieved with the help of the digitalization strategy, supporting it with technological, innovative and cultural innovations. A number of approaches to the purpose, formation and structure of digital strategies are presented. The relationship between the level of digitization of the enterprise, the features of its digital strategy and competitiveness is shown. The impact of individual digitization measures on the likelihood of competitive advantages is illustrated. A forecast was created for the development of companies with different levels of adaptation to new high-tech business conditions and digital consumer requirements. The European composite index of digital economy and society (Digital Economy and Society Index) was analyzed. The interdependent relationship between digitization, productivity and modern innovations is considered. The digital divide between consumer expectations and the ability of companies to respond to their demands is indicated, forcing changes in business strategies and models. It is substantiated that digital transformation is the introduction of new technologies and the process of customizing products and services, as well as rethinking business models, optimizing business processes and managing organizational changes. The main success factors (customer-centricity, management, innovation and access to resources) and competitive advantages (change in consumer behavior, business processes, business models) of digital transformation are defined and commented on. Formed by the recommendation of obtaining competitive advantages in the conditions of digital redistribution of markets. The concept of "digital ecosystem" is defined and its structure is indicated. Conclusions were made about the ways of forming competitive advantages in the digital economy, through the implementation of digital business models and digital platforms.
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Ionology. Available at: https://www.ionology.com/about-us/ (accessed: 29 September 2023).
Demil B., Lecocq X., Warnier V. (2018) Business model thinking, business ecosystems and platforms: The new perspective on the environment of the organization. Mаnаgement, vol. 21, № 4, pp. 12–13.
Zor U., Linder S., Endenich C. (2019) CEO characteristics and budgeting practices in emerging market SMEs. Journal of small business management, vol. 57, № 2, pp. 658–678.
Schallmo C.A., Boardman L. (2017) Digital transformation of business models. International journal of innovation management, vol. 21, № 8, art. 1740014.
Kostić Z. (2018) Innovations and digital transformation as a competition catalyst 2. Ekonomika, vol. 64, № 1, pp. 13–23.
Digital economy and society index (DESI) 2019. Available at: https://ec.europa.eu/digital-single-market/en/news/digital-economy-and-society-index-desi-2019 (accessed: 29 September 2023).
International digital economy and society index. Available at: https://ec.europa.eu/digital-single-market/en/news/international-digital-economy-and-society-index-2018 (accessed: 29 September 2023).
Bughin J., Catlin T., Dietz M. The right digital-platform strategy. Available at: https://www.mckinsey.com/businessfunctions/digital-mckinsey/our-insights/the-rightdigital-platform-strategy (accessed: 29 September 2023).
Desmet D., Duncan E., Scanlan J., Singer M. Six building blocks for creating a high-performing digital enterprise. Available at: https://www.mckinsey.com/business-functions/organization/our-insights/six-building-blocks-for-creating-a-high-performing-digital-enterprise (accessed: 29 September 2023).
Gellweiler C., Krishnamurthi L. (2020) Editorial: how digital innovators achieve customer value. Journal of theoretical and applied electronic commerce research, vol. 15, № 1, pp. I–VIII.
Mhlungu N.S.M., Chen J.Y.J., Alkema P. (2019) The underlying factors of a successful organizational digital transformation. South African Journal of Information Management, vol. 21, № 1, p. 995.
Kaleka A., Morgan N.A. (2017) Which competitive advantage(s)? Competitive advantage-market performance relationships in international markets. Journal of international marketing, vol. 25, № 4, pp. 25–49.
Heck E. (2019) Big data and disruptions in business models. Revista de administração de empresas, vol. 59, № 6, pp. 430–432.
Fernández-Mesa A., Alegre J. (2015) Entrepreneurial orientation and export intensity: examining the interplay of organizational learning and innovation. International business review, vol. 24, № 1, pp. 148–156.
Spanos Y.E., Lioukas S. (2001) An examination into the causal logic of rent generation: contrasting Porter's competitive strategy framework and the resource‐based perspective. Strategic management journal, vol. 22, № 10, pp. 907–934.
