THE CONCEPT OF DIGITAL MANAGEMENT AS A TOOL FOR STRATEGIC DEVELOPMENT OF AN ENTERPRISE

Abstract

Introduction. Modern conditions of enterprise functioning are characterized by active digitalization of the economy, globalization of markets and increasing competition. In such conditions, traditional approaches to management are gradually losing their effectiveness, which necessitates the transition to new management models based on the use of digital technologies.

Digital management is becoming a key tool for ensuring the strategic development of enterprises, as it allows integrating modern information and communication technologies into all levels of management, increasing the efficiency of business processes and creating competitive advantages.

At the same time, the implementation of digital management requires a systemic approach, which involves determining its structure, constituent elements and mechanisms of influence on the strategic development of the enterprise. This makes the study of the concept of digital management as a tool for ensuring the long-term effectiveness of enterprise activities relevant.

Purpose. The purpose of the study is to reveal the theoretical and methodological foundations of digital management and substantiate its role as a tool for the strategic development of the enterprise, as well as to form an integrated multi-level model of digital management, which allows systematizing its components and determining their interrelationships in the management process.

Materials and methods. The materials of the study are: scientific works of domestic and foreign authors in the field of digital transformation, management and information technologies; modern concepts of digital management and strategic development of enterprises; analytical approaches to assessing the effectiveness of the implementation of digital technologies in the activities of enterprises.

The following scientific methods were used in the research process: the method of theoretical generalization and systematization (to determine the essence and components of digital management); the method of analysis and synthesis (to study the relationship between the elements of digital management and the strategic development of the enterprise); the structural-functional approach (to build an integrated model of digital management); the method of logical generalization (to formulate conclusions and scientific novelty of the study).

Results. The article examines the essence of digital management as a modern management concept and identifies its key components, in particular, digital infrastructure, data management, business process automation, digital interaction with customers, organizational culture and innovative technologies.

The role of each component in ensuring the strategic development of the enterprise is substantiated, which is manifested in increasing management efficiency, optimizing business processes and forming competitive advantages.

A phased approach to the implementation of digital management is proposed, which includes diagnostics of digital maturity, formation of a digital strategy, modernization of infrastructure, implementation of digital tools, personnel training and monitoring of efficiency.

In addition, an integrated multi-level model of digital management of the enterprise has been developed, combining strategic, technological, organizational and analytical components into a single management system.

The results obtained indicate that digital management is a key factor in increasing the competitiveness of the enterprise and ensuring its long-term development in the digital economy.

Prospects. In further scientific research, it is advisable to focus on the development of methodological approaches to assessing the effectiveness of the implementation of digital management, in particular by improving the system of key performance indicators (KPI) and data analytics models.

A promising direction is also the study of the impact of digital technologies on the transformation of the organizational culture of enterprises and the development of practical recommendations for the implementation of digital innovations in various sectors of the economy.