THE INFLUENCE OF DIGITALIZATION ON THE CREATIVITY OF BUSINESS TRENDS
Authors:   Oles Honchar Dnipro National University, Hrynko Tetyana , Petrynyak Ulyana ,   Oles Honchar Dnipro National University, Artemchuk Andriy ,   Classical Private University
Published: May 2024

The article examines the influence of digitalization on the creativity of business trends in today's conditions, which is an important condition for improving the welfare of Ukraine during martial law. However, for digital technologies to influence business trends, it is necessary to take into account appropriate policies to remove obstacles that hinder development, fully transition to a digital economy and optimize benefits while minimizing all possible risks. These trends should be based on the development of the high-tech business sector and increasing its competitiveness in the markets, which will lead to the development of business in Ukraine. The components of digitization, its advantages and disadvantages, as well as the influence of digital technologies in the transformation of business structures are described. The necessity of using the tools of digital transformation of business chains is substantiated, referring to trends in Europe, where the introduction of digital technologies into the business processes of enterprises is a promising goal of society, where the rapid development of the digital business space is taking place. The necessity of using the tools of digital transformation of business chains is substantiated, referring to trends in Europe, where the introduction of digital technologies into the business processes of enterprises is a promising goal of society, where the rapid development of the digital business space is taking place. Changes in the external environment, in particular technological transformations, strengthening of information processes and the emergence of new consumer demand, lead to the growth of digitalization in the world. However, there is a need to clarify the meaning and importance of digitalization for the further functioning and development of business in an unstable and dynamic environment. In turn, the digitalization process is characterized by transformation, the introduction of digital technologies for the purpose of optimizing and automating business processes, improving communication links with consumers, and increasing the efficiency of economic activity. The essence of these transformations lies in the search for new approaches and management concepts to solve classic business tasks. Digital technologies create a number of competitive advantages of the enterprise: high level of competitiveness, saving financial and natural resources, optimization of work with the array, customer loyalty, formation of the image of the enterpris. The conditions of digital competition allow participants of the high-tech market to quickly implement innovations, change existing business models and processes, commercialize the obtained result and obtain excess profit. The question arises about the innovative potential of Ukrainian enterprises, because the efforts of global IT corporations are focused on changing the form of providing existing products and services to consumers. The necessity of using the tools of digital transformation of business chains is substantiated, referring to trends in Europe, where the introduction of digital technologies into the business processes of enterprises is a promising goal of society, where the rapid development of the digital business space is taking place. The conducted research consists in the strategy of digitization creativity projects to ensure the provision of high-quality online services of business structures.