Diagnostics and strategic overcoming of structural imbalances in the digital transformation of business processes of commercial enterprises

Анотація

As a result of the research and comprehensive comparative analysis of the digitalization processes of business models of commercial enterprises in the FMCG and retail sectors, a detailed analysis was conducted on the fundamental transformation of the domestic market. Under modern challenges, this transformation is accompanied by the emergence of critical structural imbalances between the external (customer-facing) and internal (operational) management blocks. To solve the scientific and practical problem of fragmentary automation, an original comprehensive parametric model for assessing digital maturity was developed. Its application to a sample of six leading enterprises in the Zaporizhzhia region allowed not only to calculate their overall scores but also to mathematically confirm the existence of a deep technological gap. The analysis of the developed consolidated results matrix revealed profound technological gaps between the departments of the studied companies. This proved the absolute inefficiency of chaotic investments in isolated IT projects and confirmed that even the highest level of automation in production and logistics processes alone cannot guarantee the overall technological resilience and competitiveness of an organization. Through detailed parametric profiling of the companies' transactional, mobile, logistics, and production assets, the theoretical and methodological basis of the study was expanded with a conceptual understanding of the «technological asymmetry» phenomenon. Within this framework, a novel scientific classification of business entities was created for the first time, differentiating them into four specific types of structural gaps: a «production bias», which leads to a trap of isolated efficiency due to weak online interaction; a «marketing bias», which generates a threat of operational collapse against the backdrop of accelerated e-commerce development; as well as states of «conservative balance and benchmark «balanced development». Based on the diagnosed «bottlenecks» between the front-office and back-office components, targeted strategies for overcoming this asymmetry were identified and scientifically substantiated for commercial enterprises (strategies of omnichannel expansion, digital catch-up, operational strengthening, and ecosystem scaling). The practical implementation of these strategies forms an indispensable toolkit for consciously abandoning the unsystematic copying of trends, ensuring the business's transition toward building a harmonious, balanced, and synergistic digital ecosystem.

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