BUSINESS DEVELOPMENT MANAGEMENT IN THE CONTEXT OF DIGITAL TRANSFORMATION AND GLOBAL CHALLENGES

Анотація

The article examines the features of business development management in the context of digital transformation and global challenges. It examines current trends in the digitalization of management processes, marketing, finance and management as key factors in ensuring the competitiveness and sustainability of enterprises. It analyzes the dynamics of the PFTS index, financial and economic indicators of the Chamber of Commerce and Industry of Ukraine, the structure of its income and the features of targeted financing. It evaluates the results of applying the index method "Business Barometer" as a tool for monitoring the state of the business environment and expectations of business entities.It is established that digital transformation contributes to increasing management efficiency, developing international trade, optimizing business processes and creating sustainable competitive advantages. At the same time, it identifies the main risks and limitations of digital development associated with the unevenness of the digital infrastructure, cybersecurity and regulatory barriers. The need to implement modern digital technologies, artificial intelligence tools, and Industry 4.0 principles to ensure sustainable business development in the face of growing uncertainty in the external environment is substantiated

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