DIGITALIZATION AS A POWERFUL FACTOR IN ENSURING HIGH COMPETITIVENESS OF THE ENTERPRISE
Authors: Volianska-Savchuk L. V. , Rudneva V. Yu. , Radishevska V. V. 
Published: July 2023

The purpose of the article. In this article, "digitalization" is considered as a powerful factor in ensuring high competitiveness of the enterprise. The present requires the manager to make rapid changes and use the latest technologies to preserve, increase integrated development for a stable future. The transition of the economy to the digital era has led to the need to digitalize management processes, introduce digital products to meet market demand. In modern market conditions, the process of digitalization is one of determining factors of economic growth of enterprises and society as a whole. Changes in the external environment, in particular technological transformations, strengthening of information processes, the formation of new consumption demands, lead to the growth of digitalization around the world. The development of digitalization accelerates the achievement of scientific and technological progress and innovative technological methods of management.

Methodology. In connection with numerous technological innovations, there was a need for changes in the management system. This led to the automation of technological and management processes and caused a high demand for high-quality business analysis in order to create flexible management systems.Companies need to provide highly qualified specialists, capable and ready to work with new products, as well as for further development using technological innovations and quality service. Today, every business entity seeks to increase its competitiveness. Leaders are experiencing rapid change and must use the latest technologies to support and enhance integrated development for a sustainable future. "Digitalization" is a factor that provides great advantages in this direction of development.

Results. The digital dimension offers many new possibilities. Working on the Internet is more important today than ever before. Of course, not everyone is ready for it, but those who have experience of making money through the Internet can already outline its advantages.Digitalization also facilitates the creation of new systems and algorithms that will assist people and perform much of the monotonous work. This type of interaction between man and technology is called complementation. This is the so-called "collaboration" between humans and robotic systems, which aims to improve the result and transfer all the boring work to the systems. In particular, the work of a targetologist is very common today - a person who launches advertising on the Internet for a certain target group of people in order to sell a product to those who really need it. And if earlier advertisers had to analyze a huge amount of information about potential customers, today, thanks to the algorithms of various programs, it can be done independently.The digitalization process occurs in all areas of business and entrepreneurship at all stages of activities, from building and managing the company's reputation on the Internet to attracting and retaining customers. Digitization of entrepreneurship is an innovative and creative process, therefore there are no specific instructions for its implementation. Entrepreneurs who decide to implement digital changes in their activities have to go through a certain thorny path that may involve many mistakes, but the key to successful implementation of digitalization is the right corporate culture and communication system at all levels.

Practical implications. Digitization and digital transformation processes are drivers of business value creation, which in today's environment stimulate changes in the business sector through the use of new technologies, such as big data analysis, Internet of Things, cloud computing, etc.Many of the changes brought about by digitalization are disruptive and fundamentally change existing industries. Existing companies will face new competitors, existing business models will become obsolete and be replaced by new ones.One of the most influential modern trends is the active development of innovations and modern information technologies, which are gradually becoming an important driver of economic relations, and therefore relate not only to the specifics of ensuring economic security in the context of development prospects, but also to the need to develop adequate systems of prevention and protection against digital threats.

Value/originality. Full digitalization will be inevitable and will lead to serious changes. To prevent bad scenarios from becoming a reality, we need to develop and learn media literacy. In addition, all users should understand what the Internet is and how it works. And as a new reality is upon us, we need regulation, new laws and people to maintain order. Very soon, a large part of our professions will disappear, and those that will remain will go digital. And this is not because they want to, but because they will adapt to the realities of life in order to stay afloat and not drown.Successful digitization begins with the right approach to technology selection. This is where professional developers can help, providing advice on the IT products needed for business transformation. In addition, digitization must be accompanied by management support and understanding of the process goals at all levels of the company. In this way, a harmonious "integration" of a specific tool into a business project is achieved.Therefore, digitization will radically change our world for the better, but only if careful preparation and compliance with all the rules are followed.