DIGITAL TRANSFORMATION OF ENTERPRISES: DIGITAL PLATFORMS AS A DRIVER OF ECONOMIC AND ORGANIZATIONAL CHANGES
Abstract
The article examines the role of digital platforms in the transformation processes of modern enterprises and their impact on economic and organizational changes. Digital transformation is considered as a complex process of implementing digital technologies in all areas of organizational activity, which involves not only technological renewal but also a fundamental change in business models, corporate culture, and operational processes. In the context of global competition, enterprises that timely adapt to digital realities gain significant competitive advantages in the market. The key characteristics of digital platforms that ensure the creation of interaction ecosystems between various market participants are identified. Such platforms act as intermediaries between producers and consumers, generating network effects and creating additional value for all ecosystem participants. Digital platforms differ from traditional business models in their ability to scale rapidly without proportional increases in costs, making them particularly attractive for enterprises seeking sustainable growth in dynamic market environments. The main directions of digitalization of business processes are considered, including automation of operations, implementation of big data analytics systems, development of e-commerce, and integration of CRM and ERP systems. Special attention is paid to cloud technologies as the foundation of modern digital enterprise infrastructure, enabling flexible resource management and reducing capital expenditures on IT infrastructure. The main advantages of using digital platforms have been identified, among which increased operational efficiency, improved customer experience, business scalability opportunities, and cost optimization stand out. Digital platforms allow enterprises to respond quickly to changes in the market environment, personalize offerings for clients, and form new revenue streams through data monetization and platform-based service models. The challenges and barriers to digitalization are analyzed, encompassing significant investment costs, shortage of qualified personnel, cybersecurity threats, and organizational resistance to change. Overcoming these barriers requires comprehensive management strategies that address both technological and human dimensions of transformation. The necessity of a strategic approach to digital transformation is substantiated, taking into account industry specifics and enterprise size. Recommendations for successful implementation of digital platforms at Ukrainian enterprises are proposed, including phased technology adoption, development of digital competencies among personnel, formation of partnership ecosystems, and ensuring reliable data protection. Implementation of these approaches will contribute to enhancing the competitiveness of domestic enterprises within the digital economy.
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