DIGITAL TRANSFORMATION OF BUSINESS PROCESSES AS A FACTOR IN INCREASING THE ENTERPRISE MARKET VALUE UNDER CONDITIONS OF SUSTAINABLE DEVELOPMENT

Анотація

The article examines the essence, stages, and strategic significance of digital transformation of business processes in the context of a highly turbulent and globally digitalized economy. The study substantiates the need for a clear differentiation between the concepts of digitization, automation, digitalization, and digital transformation. It is determined that digitization involves converting information into electronic format; automation refers to replacing manual operations with technological solutions; digitalization implies the integration of digital tools to improve process efficiency; while digital transformation represents a strategic process of profound reconfiguration of a company’s business model, organizational structure, and corporate culture. The paper analyzes modern digital transformation technologies, including artificial intelligence, Big Data, cloud computing, the Internet of Things, cyber-physical systems, and other innovative solutions that form the foundation of the digital economy. International approaches to assessing the level of digital development of countries and enterprises (IMD, GDI, Digital Maturity Indices) are reviewed, demonstrating significant cross-country differentiation and confirming the direct relationship between digital maturity and economic growth. The study proves that increasing digital maturity positively affects companies’ financial performance, profitability, market capitalization, and investment attractiveness. Digital transformation is identified as a key driver of competitive advantage formation, enabling the transition to ecosystem-based business models and creating preconditions for sustainable long-term development of enterprises.

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