THE ROLE OF STRATEGIC MANAGEMENT IN ADAPTING E-COMMERCE BUSINESS MODELS TO DYNAMIC MARKET CHANGES

Abstract

In the context of a rapidly changing external environment, technological progress, and intensified globalization processes, business entities face the necessity of continuously improving their business models and management approaches. Strategic thinking capable of ensuring long-term competitive advantage is becoming increasingly relevant. In this context, enterprises must actively utilize their internal and external resources, intellectual capital, organizational flexibility, and openness to change as tools to achieve sustainable growth in competitiveness. The transition from traditional business, which primarily focuses on short-term profit, to innovative entrepreneurship is a crucial condition for successful adaptation to the challenges of the modern economy. Innovative entrepreneurship is based on the constant search for new ideas, the creation of unique products and services, the implementation of advanced technological solutions, the digitalization of business processes, and effective knowledge management. It contributes not only to increased economic efficiency but also to enhanced resource and energy efficiency, which are key components of a sustainable development strategy. This article explores the role of strategic management in the adaptation of e-commerce business models to the dynamic changes of the modern digital market. It emphasizes that in an era of rapid technological development, the growing importance of online communication channels, and shifts in consumer behavior, traditional business models are gradually losing their effectiveness. This creates the need for the implementation of innovative management strategies that can ensure flexibility, adaptability, and technological readiness to meet new challenges. Strategic management in e-commerce is viewed as a key tool for ensuring competitiveness, enabling businesses not only to respond quickly to changes but also to shape long-term goals aligned with digitalization trends. The article highlights the transformation of business models under the influence of such innovative technologies as artificial intelligence (AI), big data, the Internet of Things (IoT), as well as mobile and social commerce. It proposes strategic planning approaches that consider the multidimensional nature of the digital environment, the need for personalized customer experiences, and the importance of real-time analytics. The research findings may be useful for managers, marketers, startups, and researchers working in the digital economy who aim to adapt their business models to the challenges of the modern market.