THE IMPACT OF DIGITAL TRANSFORMATION OF THE UKRAINIAN ECONOMY ON BUSINESS MODELS OF ENTERPRISES

Abstract

The research is devoted to the transformation processes related to digitalisation that are taking place in the Ukrainian economy. Economic development is impossible without the widespread introduction and full use of digital technologies. The pace of digital innovation is increasing every year. The transformation of the landscape of interpersonal connections and economic relations leads to the digitalisation of operational processes and changes in business models, which in general leads to a large-scale digital transformation of companies. It should be noted that the processes of digitalisation and business model transformation, which are taking place mainly at the level of private and state-owned enterprises, are spreading to the level of public administration and have a significant impact on the competitiveness of the economy. Digital transformation has allowed businesses to become more customer-centric. Companies are now able to collect and analyse customer data to understand their preferences and behaviour, which allows them to develop personalised and targeted marketing strategies. The abundance of data generated by digital interactions allows companies to make more informed decisions. Analysing this data provides insights into market trends, customer behaviour and operational efficiency, helping companies optimise their strategies. This article is devoted to the study of the impact of digital transformation on the business model of enterprises in Ukraine. Taking into account the current trends in the development of information technologies and digital innovations, the authors examine how changes in the economy caused by digital transformation affect the strategies and operating models of enterprises. Additionally, the article analyzes in detail the challenges and opportunities that digital transformation creates for enterprises in the Ukrainian business environment. In particular, issues of cyber security, personal data and the need to adapt to the rapidly changing digital environment are considered. Automation and digital tools streamline business processes, reducing manual labour and errors. This efficiency not only increases productivity but also allows companies to reallocate resources to more strategic tasks.