ОМНИКАНАЛЬНОЕ УПРАВЛЕНИЕ КАК КЛЮЧЕВОЙ ПРИОРИТЕТ ЦИФРОВОЙ ТРАНСФОРМАЦИИ ОРГАНИЗАЦИЙ СЕКТОРА B2B ДИСТРИБЬЮЦИИ И СЕРВИСНОГО ОБСЛУЖИВАНИЯ

Abstract

This paper studies the importance of determining priorities for the digital transformation of business. With new trends and technologies enabling omni-channel digital consumer experiences, B2B dis-tribution and service organizations need to adapt management practices and tools to today's digital environ-ment. This study identifies trends in the digital transformation of organizations in the B2B distribution and service sector. This is achieved by analyzing the current state of the digital transformation of organizations in the B2B distribution and service sector and identifying issues and key priorities in the digital transfor-mation of B2B organizations. The study investigates the organizational and economic relations arising in or-ganizations in the B2B sector. The paper analyzes and systematizes approaches to strategy development for the digital transformation of organizations, revealing that the most important approach for organizations in the B2B distribution and service sector is based on dynamic capabilities. A dedicated approach made it pos-sible to identify the digital technologies for realizing the internal and external capabilities of an organization. The hypothesis of the study is the assumption that with the digital transformation of the economy, omni-channel management has an impact on the efficiency of distribution systems in the B2B distribution and ser-vice sector. The paper shows that the organization of sales using digital technologies is at a low level and this allows us to conclude that there is a lack of integration in product distribution channels. The introduction of omni-channel management in the product distribution system, which allows for seamless interaction with consumers through digital and physical product distribution channels, is proposed as a key area of digital transformation. As a key direction for the digital development of the B2B distribution and service sector, the article proposes omni-channel management as part of the concept of dynamic capabilities allowing for the integration of distribution channels and influencing the external and internal capabilities of the organization.