INTERNATIONAL BUSINESS-STRATEGY IN DIGITALIZATION OF ECONOMY

Abstract

The relevance of the research topic is due to the increasing level of digitalization in all spheres of society in general and international business in particular. The realities of economic life necessitate the formation of digital skills and digital thinking, especially in the management system. Among the main characteristics of the digital economy, which determine its priority for international business, are the concentration of economic activity on the platforms of the digital economy, the formation of personalized service models, direct interaction between producers and consumers, the spread of "sharing economy", increasing the role of individual contribution. The necessity of using modern digital technologies in economic activity and management is substantiated. It is proved that if the company has already achieved some success in international business, using the logic of digital strategy and the internationalization of its activities is successful, it is necessary to continue to develop certain areas of activity. Identify opportunities for digitalization for business in order to take them into account when developing an effective international strategy. Four possible options for implementing an international business strategy within a company operating in foreign markets have been identified, namely: a strategy for duplicating a business model (international strategy), multilocal (multinational), global and transnational strategies. At the present stage, digital business opportunities are more important than raw materials and financial resources, because competitiveness and market position is determined by receiving and processing information in a timely manner, the ability to use information and communication technologies in management. Digitalization is an objective process, so the digital transformation of international business is inevitable when new market conditions are needed and requires the development of a strategy and development strategy. After all, the main priority of international business is not survival, but successful development and entry into new markets with competitive products.