Рeculiarities of the companys digital strategy depending on the business size

Abstract

The purpose of this investigation is to initiate the discussion of the digital strategy and its differences for the enterprises depending on the business size. The objective of this investigation is to define the essence of digital strategy for enterprises depending on the enterprise business size. In order to achieve this goal the following scientific tasks are defined: to reveal the essence of the concept of the enterprise digital strategy; to determine the components of the enterprise digital strategy depending on the s business. In order to achieve these objectives, analysis of indicators of information and communication technologies application at the enterprises of Ukraine (including small businesses) and EU countries in 2019 is carried out. Analysis of statistical information makes it possible to conclude that implementation of digital strategies or their elements at Ukraine enterprises is due to the annual growth of the digital data share which is created, stored and processed. The authors summarized the results of scientific developments concerning the essence of the enterprise «digital strategy» concept. An integrated approach for the determination of the digital strategy place and role defines that the enterprise digital strategy is subordinate to the enterprise corporate strategy, and its application provides the implementation of enterprise strategic objectives due to the digital resources use. In large and medium-sized businesses, the operation and integration of digital technology deals with a large part of the company and can go beyond its limits affecting products, business-processes, sales channels and supply chains. The potential benefits of digitalization have the impact on sales or productivity growth, creation of new value or new forms of interaction with contractors. As for small business digital strategy, it is the basis for the enterprise business strategy formed intuitively taking into account the market needs and it is based on the capabilities of the digital economy due to the application of digital resources in various business functions. The main components of the small business digital strategy are more flexible and are based on personalized ways of attracting customers and form a new value proposition of the enterprise by integration of information and communication technologies in products and services. Particularly, the objectives of small business digital strategy will be achieved by means of the following tools: digital marketing; business process digitization; Internet presence; e-commerce; business flexibility management.