AN INTEGRATED APPROACH TO THE STRATEGY OF THE TRANSFORMATION OF PRODUCTIVE ENTERPRISES

Abstract

The subject of this study is Ukrainian industrial enterprises. The methodology of the study is based on theoretical and methodological analysis of scientific literature, statistical and econometric methods, as well as observation, comparative method, description, measurement, analysis. To develop the approach, the transformation of the structure of the enterprise, its business processes and models is carried out. An integrated approach to transformation will provide a holistic picture of the integration of strategy, technology, business processes and data to obtain meaningful results in improving business efficiency and assessing the digital maturity of an enterprise. Development is often described as a movement from old to new, from simple to complex forms. We use this metaphor for digital development, such a movement has a rising point and a purpose towards which the enterprise moves. Digital development is endless, we can set new goals and move on. In order to move faster and more effectively, we need to navigate in this area. The strategy should be based on an understanding of the current situation and a projection of the future. This makes it possible to choose the target and direction of traffic, to define resources, to propose back-up options. Competitive and digital transformation strategies are now needed, and new methodologies are needed for their development based on architectural, technological, value, ecosystem and methodological approaches. The strategic plan poses all the problems because of the rapid pace of change and the nature of governance, but that is what enterprises need now in the new economy. Marketing tools are becoming relevant in the development of a digital transformation strategy. External and internal factors must be taken into account in order to ensure that the enterprise’s business activities generate a positive dynamic of economic growth. Marketing strategies should be taken into account and adapted to new developments in shaping a digital transformation strategy. Measuring digital maturity is becoming an applied tool for developing a digital strategy for a data-based organization, not just subjective judgments about potentially promising development paths.