JUSTIFICATION OF THE MODEL OF STRATEGIC MANAGEMENT OF CHANGES AND DEVELOPMENT OF THE ENTERPRISE'S DIGITAL POTENTIAL IN NEW ECONOMIC REALITIES

Abstract

The article clarifies the essence and components of the digital potential of the enterprise (including: digital technologies, digital data, digital knowledge and competences, digital strategy), it is proved that the use of the digital potential of the enterprise leads to an increase in the efficiency of business operations, increased profitability, improved interaction with customers, increasing competitiveness, and strategic management of changes and development of the digital potential of the enterprise is necessary for effective functioning in the conditions of the modern global market, as it helps enterprises to be competitive, accelerates development and allows to adapt to changes in society and technology. The steps that should be taken in order to carry out strategic changes to improve the digital potential of the enterprise are determined, the problems that may arise and which can be overcome through careful planning and the involvement of experts from various fields are identified, the main factors that affect the effectiveness of the implementation of strategic changes are considered regarding the improvement of the digital potential of the enterprise, the directions on which it is advisable to focus for the strategic management of the development of the digital potential of the enterprise are determined, while it is emphasized that each enterprise has its own unique needs, therefore it is important to carefully analyze the specific situation and develop a management strategy that will best meet the existing needs of the enterprise, the stages by which it is appropriate to justify the model of strategic management of changes and the development of the digital potential of the enterprise in the new economic realities are motivated, it is clarified that additional advantages and effects will be generated, which provides for the expansion of opportunities for increasing the efficiency of business operations, increasing productivity and improving innovative processes, increasing competitiveness, expanding the market presence of the enterprise, increasing the level of data protection and cyber security, improving the flexibility of communication interactions and access to information, improving the competitive image of the enterprise, reducing the impact on the environment, etc.