DIGITAL TRANSFORMATION AS A GLOBAL TREND IN BUSINESS CULTURE OF THE ENTERPRISE

Abstract

In today's conditions of global instability and rapid technological development, business culture is becoming a fundamental factor in ensuring the financial stability and strategic flexibility of enterprises. Traditional approaches to management are gradually losing their effectiveness, giving way to digital business models. The need to adapt domestic business to the requirements of the digital economy, integration into the European digital space determine the acute relevance of studying the processes of digital transformation as a global trend. The main goal of the work is the theoretical justification and study of digital transformation as a leading factor determining the development of the modern business culture of the enterprise. In the process of research, methods of analysis and synthesis were used to distinguish the concepts of «digitalization», «digitization» and «digital transformation». Methods of comparative and statistical analysis were applied to study world indices and assess the effectiveness of digital development of different countries. A classification method was also used to systematize types of digital transformations by technological areas, objects and tools. It is determined that digital transformation is a systemic process of fundamental changes that cover the mega-, macro- and micro-levels of business, transforming corporate values and customer offerings. An expanded classification of types of digital transformation has been formed. It has been proven that despite the significant advantages of digitalization, there are critical barriers. An analysis of international rankings revealed the leadership of the USA, Switzerland and the Scandinavian countries in digital development. Ukraine has demonstrated strong positions in ICT infrastructure and digitalization of public services, but needs reforms to increase innovation performance. The results obtained can be used by business leaders to form digital development strategies and adapt corporate culture to new technological realities. The identified strategic guidelines and analysis of the EU experience provide practical recommendations for increasing the competitiveness of domestic enterprises in the context of integration into the EU Single Digital Market. The study contributes to a deeper understanding of state support mechanisms and tools for overcoming the digital divide.