DIGITAL TRANSFORMATION AS A MECHANISM FOR ANTI-CRISIS MANAGEMENT OF ENTERPRISES IN THE CONDITIONS OF UNSTABLE MARKETS
Abstract
The article examines digital transformation as a tool for anti-crisis management of enterprises in unstable markets. The purpose of the study was to substantiate the role of digital technologies as a systemic mechanism for overcoming crisis challenges based on a combination of theoretical generalization and analysis of empirical data on the use of digital solutions by enterprises. The methodological basis was the system and process approaches, as well as methods of theoretical generalization, structural-logical analysis, comparative-statistical analysis and applied synthesis to form practical recommendations. As a result of the study: the key problems of enterprises in crisis conditions were systematized (disruption of supply chains, financial constraints, instability of demand, loss of customer channels, low management flexibility) and appropriate digital tools for overcoming them were established (IoT, AI, fintech, CRM, cloud solutions, Agile approaches); the cause-and-effect relationship between the implementation of digital technologies and increasing the operational efficiency, liquidity and adaptability of enterprises was substantiated. Based on statistical data, it was found that the use of artificial intelligence in 2024 is concentrated mainly in the areas of marketing (2.9%), administration (2.4%) and production processes (2.7%), while analytical and strategic areas remain underdeveloped, which limits the potential of anti-crisis management. An imbalance in digitalization has been established, which is manifested in the dominance of operational decisions over strategic ones, which reduces the effectiveness of the use of digital technologies in the long term. Practical recommendations have been formulated for the integration of digital tools into the anti-crisis management system, in particular through a combination of technologies, managerial changes and the development of digital competencies of personnel. The practical value of the results lies in the possibility of their use by enterprise leaders, digital transformation managers, analysts and anti-crisis management specialists to develop strategies for increasing business resilience, optimizing business processes and making informed management decisions in conditions of instability.
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