INNOVATIVE MANAGEMENT OF ENTERPRISE BUSINESS PROCESS TRANSFORMATION IN THE DIGITAL ECONOMY
Abstract
The rapid development of the digital economy, artificial intelligence, cloud technologies, big data analytics, and digital platforms is transforming the business environment and creating new challenges for enterprise management. These changes increase the relevance of innovative approaches to business process management aimed at improving organizational flexibility, adaptability, and competitiveness. The purpose of the study is to develop conceptual approaches to innovative business process management in the context of digital transformation and to substantiate an integrated management model combining strategic, organizational, technological, and entrepreneurial components. The research methodology is based on analysis and synthesis, comparison, systematization, generalization, structural and logical analysis, and a systems approach. Their application made it possible to identify the key characteristics of business process transformation and determine the role of digital technologies in changing enterprise management practices. The results demonstrate that effective business process transformation requires the integration of digital technologies, artificial intelligence tools, innovation management, strategic decision-making, and continuous organizational adaptation. A conceptual model of innovative business process management is proposed that integrates strategic management, digital transformation, technological modernization, organizational development, and entrepreneurial ecosystem formation. It is substantiated that digital transformation should be considered not only as technological modernization but as a comprehensive managerial transformation affecting organizational culture, business models, managerial competencies, decision-making, and value creation processes. The practical value of the study lies in the possibility of applying the proposed approaches and model to improve business process efficiency, strengthen enterprise competitiveness and resilience, support sustainable development, and accelerate innovation under conditions of increasing environmental uncertainty. The results may be useful for managers and entrepreneurs in implementing modern approaches to innovation-driven organizational development.
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