Business development management tools in the digital economy

Abstract

The peculiarities of the digital environment, which contribute to the rapid growth of instability in enterprises' activities, are highlighted. The need to refine certain aspects and tools of traditional strategic planning is substantiated. The essence of digital transformation as a strategic process of business change—based on client-centric principles, systemic innovation, business model adaptation, active data usage, and competency development—is defined. The problems facing Ukrainian companies in digital transformation are highlighted, including insufficient strategy development, organizational culture misalignment with necessary changes, a shortage of digital skills, outdated technologies, lack of coordination between old and new technologies, and the high costs of implementing innovations. The approach to the digital transformation strategy is viewed as a tool for setting priorities that provides businesses with competitive advantages in rapidly changing markets through the application of digital technologies to solve new business challenges. Potential directions for ensuring the flexibility of a digital strategy are highlighted, such as developing partnerships and cooperation, utilizing big data analysis and predictive analytics for real-time decision-making, and employing flexible technologies for both implementation and strategy development. A hypothesis about the feasibility of developing a minimally viable strategy is proposed. As an additional method for increasing the flexibility of the digital transformation strategy, a modular structure for its design is proposed, based on the concept of business architecture, establishing a close connection between enterprise strategy, business model, and IT architecture. A brief overview of digital business models is provided, indicating that ecosystem-type business models, including digital platforms, are the most successful in the digital environment. The stages of digital transformation are outlined, and additional tools for their implementation are considered, such as digital maturity assessment models, a system of key indicators, and a digital transformation road map. A generalized structure of the toolkit for strategic management of business development in the digital environment is proposed, particularly aligned with the stages of digital transformation implementation.