INNOVATIVE DIGITAL TECHNOLOGIES IN THE SYSTEM OF STRATEGIC BUSINESS PROCESS MANAGEMENT

Анотація

This monographic study investigates the essence of digital innovations and analyzes the process of strategic organizational transformation influenced by innovative digital technologies, including Artificial Intelligence (AI), Big Data, the Internet of Things (IoT), and cloud services. Digital Transformation (DT) is treated not merely as a collection of IT projects, but as a comprehensive process of re-engineering business models, managerial paradigms, and communication architectures, aimed at maximizing organizational efficiency and competitiveness. The research is structured around three core aspects: context, diagnosis, and measurement. A comparative analysis of foreign (EU, USA) and domestic (Ukraine) experience highlights significant differences in strategic vision (long-term vs. mid-term focus) and financing models (public-private partnerships vs. private initiatives). The central element of the work is the methodological framework for assessment. Conceptual digital maturity models (BCG, MIT/Capgemini) are explored in detail to diagnose internal capabilities and to identify innovation challenges and strategic prospects. The study systematically organizes Key Performance Indicators (KPIs), encompassing financial (RODI, Digital Revenue Share), customer-centric (NPS, CR), operational, and innovation metrics. Particular attention is paid to practical implementation aspects, substantiated by an analysis of illustrative cases (Patagonia, Google Cloud, Rozetka). The conclusion is drawn that the success of DT hinges not solely on technological deployment, but also on the transformation of internal architecture: a shift towards Agile methodologies, the decentralization of management, and the fostering of a Data-Driven Culture. The research establishes that strategic management in the digital age requires transitioning to an iterative, flexible control model based on robust KPIs, enabling rapid strategy adaptation to dynamic technological and market conditions. This study holds practical significance for formulating resilient and adaptive digital strategies both at the enterprise level and within the context of national economic development.

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