TRANSFORMATION OF STRATEGIC MANAGEMENT OF THE ORGANIZATION IN THE CONTEXT OF THE DEVELOPMENT OF THE DIGITAL ECONOMY

Abstract

The article is aimed at a systematic study of strategy and strategic management in an organization operating in a rapidly changing environment of the development of the digital economy to increase its sustainability, competitiveness and adaptability in the long term. The relevance of the article is due to the need to adapt strategic approaches to new conditions for the functioning of the market associated with the digitalization of the economy, increased competition, changing consumer behavior and complicating business processes. The methods used in the article are a systematic approach, classification methods and descriptions. The concept of “strategy”, the stages of its formation and implementation, the classification of strategies, including competitive, corporate, functional and adaptive approaches, are analyzed. Particular attention was paid to the methodology of strategic management in the context of digital transformation. Key strategic analysis tools revealed: SWOT, PESTEL, Porter’s Five Forces Model, BCG and GE/McKinsey matrices. These tools allow you to evaluate the internal investments of the organization and the impact of external factors, which is necessary for the development of a sustainable strategy. Recommendations are proposed. It was concluded that the digital transformation of modern business makes significant changes in the process of forming and implementing strategies: there is a higher degree of flexibility in organizing and adapting to rapidly changing market conditions – the implementation of planning options that involve setting them up for quick reactions in response to environmental challenges, instead of abandoning rigid long-term plans, as well as periodic analysis of the level of productivity.