PECULIARITIES OF CONDUCTING INNOVATIVE BUSINESS IN THE CONTEXT OF DIGITAL TRANSFORMATIONS
Abstract
Digital transformation is a key driver of innovative business development in the era of technological change. The rapid adoption of advanced technologies such as artificial intelligence, the Internet of Things, cloud computing, and blockchain enhances business model efficiency, improves management flexibility, and enables personalized customer experiences. This study explores the peculiarities of conducting innovative business in the digital economy, examining the impact of digital transformation on competitiveness, strategic management, and operational efficiency. The research methodology is based on theoretical analysis, synthesis, and comparison of existing business models adapted to the digital environment. Particular attention is given to the Freemium and Scrum models, which have proven effective in maintaining competitiveness and ensuring sustainable development in digital markets. The study identifies key challenges associated with digital transformation, including increased market competition, financial constraints, and the necessity for continuous innovation. By analyzing startup ecosystems, the research highlights the parallels between emerging businesses and established companies undergoing digital adaptation, demonstrating how agile strategies and technology integration contribute to resilience in highly competitive environments. The findings suggest that while digital transformation offers significant opportunities, it also demands new approaches to business management and operational efficiency. Companies must invest in flexible business models, advanced analytics, and automation to remain competitive. The study's conclusions provide practical insights for business leaders and policymakers aiming to optimize digital strategies, enhance innovation potential, and foster sustainable growth in the digital economy. This research contributes to a better understanding of how digitalization reshapes the business landscape and provides a foundation for future investigations into adaptive strategies, financial sustainability, and the role of emerging technologies in business transformation.
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