Digital potential of the company: An integrated approach to its realization

Abstract

Aim. To propose an integrated approach to the realization of the company’s digital potential in the conditions of modern challenges.Objectives. To analyze and evaluate the existing scientific approaches to the realization of the company’s digital potential; to propose its main structural components in terms of the relationship between the capabilities and the company’s ability to effectively implement them; to briefly formulate conclusions relevant for managers of companies carrying out digital transformation.Methods. The solution of the set tasks was carried out in the context of complementarity methodology with the use of methods of semi-structured interviews, search and analysis of causeeffect relationships, systematization, research and historical design.Results. The analysis of theoretical developments and business practices showed that digital transformation is not so much an effective use of IT, but rather a comprehensive development of the company based on the systematic application of new digital technologies. In this regard, the company’s digital potential is determined by its internal integrated resource, marketing, organizational capabilities, as well as the key competencies of managers for the balanced implementation of these capabilities on the basis of IT, creating a synergistic effect. A spectrum of new questions for future research is proposed.Conclusions. The rapid formation and realization of the digital potential of companies in various sectors of the Russian economy allow us to consider it a key concept that must be known and understood if we are talking about the digital transformation of entities. The emerging business practices of companies in this context correspond little to the available theoretical and methodological developments designed for stable conditions of economic development. The key task becomes the research and scientific substantiation of emerging trends. Brief conclusions form the basis for making the right managerial decisions on the choice of optimal options for the realization of the digital potential of the company.