ROLE AND PLACE OF SMART TECHNOLOGIES IN THE STRATEGIC MANAGEMENT OF BUSINESS ORGANIZATIONS
Abstract
The article conducts a comprehensive study of the role and place of smart technologies in the strategic management of business organizations in the context of active digital transformation. It is determined that the modern business environment is characterized by rapid changes, increased competition and the need to analyze large data sets to make effective decisions, which makes traditional management methods ineffective. Four main approaches to strategic decision-making are analyzed: rational, based on a detailed analysis of market conditions and internal resources; situational, which involves rapid adaptation to changes in the external environment; an approach based on data analysis using smart technologies; and a competitive approach based on Porter's five forces model. Key smart technologies that contribute to increasing the effectiveness of strategic management are identified: Big Data and analytical systems that allow you to identify trends and make forecasts; artificial intelligence and machine learning to automate decision-making processes; the Internet of Things for collecting and analyzing data in real time; decision-making support systems. Examples of successful implementation of these technologies in leading international companies (Google, PayPal, Siemens) and Ukrainian enterprises (Nova Poshta, PrivatBank, Astarta-Kyiv) are given. The main problems faced by small businesses when implementing smart technologies for strategic decision-making are identified: including high cost, lack of qualified personnel, and difficulties in integrating with existing business processes. Practical solutions to these problems are proposed through the use of cloud technologies, available analytical tools, online staff training, and modular implementation of technological solutions. It is substantiated that the implementation of smart technologies is a key success factor for modern business organizations that seek to increase competitiveness and ensure sustainable development in the digital economy. Directions for further research are outlined to assess the effectiveness of smart solutions and determine optimal strategies for their implementation for various sectors of the economy.
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