DIGITAL TRANSFORMATION OF BUSINESS STRUCTURES: STRATEGIC GUIDELINES IN THE ERA OF INNOVATION AND TECHNOLOGICAL CHANGES

Abstract

Digital transformation has become a crucial factor in achieving success in this age of innovation and dynamic technological change. The purpose of the study is to research the impact of digital transformation on the functioning of business structures, develop recommendations for optimizing strategic guidelines under the influence of large-scale digitalization processes in the economy, and reveal what strategic principles and approaches companies use to adapt to the digital environment. The following research methods were used in the article: generalization and synthesis during the study of the theoretical work of foreign and domestic scientists, statistical analysis, and case method - during the study of the market position of the Amazon organization and the processes of digital transformation in it. This study explores successful cases of digital transformation across various sectors of the economy, as well as strategic directions and recommendations for enterprises to adapt to the requirements of the digital age and maximize the benefits of innovative technologies. The article discusses the concept of digital transformation of business structures. It is noted that building a scalable infrastructure using cloud services and virtualization allows organizations to easily adapt to changes in technological requirements without significant upfront investment in hardware or infrastructure changes. The results obtained during the research contribute to a better understanding of the importance of digital transformation for modern businesses, and provide a basis for further research in this area. Using the Amazon business case as an example, several key strategic guidelines were identified that contribute to successful adaptation to the era of innovation and technological changes, in particular: customer orientation, platform strategy, implementation of artificial intelligence solutions to optimize management processes, flexibility and adaptability. By taking Amazon as an example, it has been proven that digital transformation allows business entities to significantly increase their competitiveness, optimize business processes, enter new markets, and create new sources of income.

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