THEORETICAL BASES OF THE DIGITAL STRATEGY OF ENTERPRISES FORMATION

Abstract

The article is devoted to determining the features of strategic planning of enterprises in the context of business digitalization and the place of digital strategy in the overall system of strategic management. The authors analyze the latest publications, which provide the theoretical foundations of strategic planning for business digitalization. The article examines the evolution of the term "digital strategy", from the approach of implementing an information technology strategy to the integration of digital strategy into the existing classification of strategies at three levels of government: corporate, business and functional. The study of the evolution of definitions of "digital strategy" shows that, depending on the context, scientists consider this term: as a process of choosing information technology for use in business management, as part of corporate strategy, as one of business strategies, as a component of marketing or communication strategy. Based on the results of research, it is proved that the introduction of strategic planning by enterprises in digital conditions will create conditions for competitive advantage, maximum customer satisfaction, adaptation to new realities of business and coordination of various departments at strategic, tactical and operational levels. The authors of the article determined that given the specific conditions of doing business in a digital economy, the definition of the term "digital strategy" requires refinement in terms of the need to determine the place of digital strategy of the enterprise in this hierarchy. The generalization of the existing approaches, opinions of domestic and foreign scientists concerning the maintenance and definition of the concept of "digital strategy" of the enterprise allowed to offer the approach. Thus, it is proposed to define the digital strategy of the enterprise as a process of coordinating the digitization of key areas of the enterprise: business models, customer experience, operational processes with a common strategic direction to create (increase) the value of products, services and solutions in the digital economy.