TRENDS, CHALLENGES AND PROSPECTS OF DIGITAL BUSINESS IN THE STRUCTURE OF THE MODERN GLOBAL ECONOMY
Abstract
The article examines current trends in global digital business development, identifies principal challenges in implementation, outlines prospective paths for its evolution within the modern world economy. A comprehensive review of recent scientific publications and industry reports is conducted, highlighting issues in digital transformation of business models, the role of innovation, and economic growth driven by digital technologies. The authors pinpoint previously underexplored areas, including social and regulatory impacts of digitization, as well as regional digital inequality. The stated objective is to delineate the trajectory of digital business development, propose strategies to overcome challenges, and indicate avenues for future research. In the main discussion, the article addresses global digitalization trends, challenges (cybersecurity, ethics, regulation, inequality), and promising technologies (artificial intelligence, blockchain, IoT, green digitalization). Particular emphasis is placed on the interconnection between technological progress and sustainable development, highlighting the necessity of responsible digital transformation. The study also explores how digital ecosystems reshape competition, consumer behavior, and labor markets, creating both opportunities and risks for enterprises of various scales. Furthermore, it emphasizes the importance of digital literacy and institutional readiness as prerequisites for the effective implementation of innovative technologies. Based on the analysis, conclusions stress the necessity of an interdisciplinary approach to digitalization and propose key directions for forthcoming research efforts. The article also underscores the strategic role of collaboration between governments, businesses, and academic institutions in fostering digital resilience. It concludes that long-term success in digital business depends not only on technological innovation but also on ethical accountability, effective governance, and continuous learning. This integrated approach enables societies to adapt to rapid digital change and ensure inclusive, sustainable global growth.
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