OMNI-CHANNEL MANAGEMENT AS A PRIORITY FOR THE DIGITAL TRANSFORMATION OF ORGANIZATIONS IN THE B2B DISTRIBUTION AND SERVICE SECTOR
Journal: Bulletin of South Ural State University series Economics and management
Year: 2024

This paper studies the importance of determining priorities for the digital transformation of business. With new trends and technologies enabling omni-channel digital consumer experiences, B2B dis-tribution and service organizations need to adapt management practices and tools to today's digital environ-ment. This study identifies trends in the digital transformation of organizations in the B2B distribution and service sector. This is achieved by analyzing the current state of the digital transf