THE ROLE OF DIGITAL BUSINESS MANAGEMENT TOOLS IN SHAPING THE COMPETITIVENESS OF ENTERPRISES

Анотація

It has been established that, in the context of economic digital transformation, digital business management tools serve as one of the key factors in shaping and sustaining the competitiveness of enterprises, as they enable the integration of modern technologies across all areas of activity, facilitate process automation, and support timely managerial decision-making. It has been demonstrated that competitiveness is a dynamic and multifactorial category, shaped by both internal and external factors, among which particular importance is attached to the level of digitalization, innovation potential, organizational structure of the enterprise, workforce qualifications, and the ability to rapidly adapt to changes in the market environment. It has been substantiated that effective competitiveness management requires a systemic, continuous, and adaptive influence on all business processes of the enterprise, including production, marketing, financial, and information processes. It has been determined that the integration of digital technologies enhances the efficiency of managerial decisions, optimizes resources, improves the quality of products and services, accelerates decision-making processes, and ensures timely responses to changes in the competitive landscape. It has been clarified that, under conditions of wartime and post-war challenges, digitalization becomes a crucial tool for increasing the resilience of enterprises, their flexibility, capacity for recovery, and minimizing risks associated with external factors, including economic instability and heightened competition. The results of the SWOT analysis have established that, alongside existing strengths and opportunities, such as a highly skilled workforce, experience in crisis management, and the presence of local market niches, Ukrainian enterprises face a number of constraints, including insufficient levels of digital integration, outdated production capacities, and limited financial resources, which necessitate the intensification of innovation activities, the implementation of modern managerial solutions, and the adoption of digital development strategies to strengthen competitive positions in both domestic and international markets.

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