DEVELOPMENT OF A DIGITAL PROFILE TO ENSURE DIGITAL LEADERSHIP OF THE ENTERPRISE

Abstract

The article clarifies the content and components of the digital profile of the enterprise, the essence of digital leadership is clarified, the digital tools used by digital leaders in Ukraine are considered, the characteristic features of digital leaders are identified (the presence of a clear vision and strategy for the use of digital technologies; the presence of a flexible digital profile; constant encouragement digital innovations; transparency and communication; high organizational and digital culture; constant changes in competencies; risk-orientation in order to open new opportunities). Key decisions regarding becoming a digital leader are covered, including: development of a clear digital strategy that defines the purpose, goals, tasks and methods of implementing modern digital technologies; stimulation of innovation and implementation of new digital initiatives; attraction of qualified personnel; implementation of data analytics; close communications and relationships with clients; flexible digital profile; ensuring security and data protection; continuously improving its digital initiatives and implementing new technologies to remain a leader in the digital space. The provisions of digital strategies are motivated, the consideration of which will help the enterprise to take steps towards the digital leader and ensure its competitiveness in the digital world. The advantages of digital leadership of the enterprise are defined, in particular, it is stated that digital leaders have the following advantages in the market: they use advanced technologies and innovative solutions, which allows them to get ahead of their competitors, they easily scale their business, quickly expand to new markets and attract new customers; the use of digital tools allows them to use their resources efficiently and increase productivity; they have access to large volumes of data and analytical tools, which they use to improve their strategies and make informed decisions; they use digital media and platforms to improve communication with their customers and provide them with a personalized service, and their strategies are unique and multi-layered, which gives them additional competitive advantages. All these advantages make digital leaders stronger competitors in the market, and help them attract and retain customers, improve productivity, maximize profits and effectiveness.