Modern business environment changes under the influence of the second wave of disruptive digital technologies such as mobile applications, social networks, cloud computing, big data analytics and Internet of things. The specificity of these digital innovations defined as The Fourth industrial revolution is that they bring about changes in the complete industry sectors becoming in this way a key condition for further competitive business operations in the global market. This paper analyses the contribution of new digital technologies to economic growth of national economies and higher productivity and competitiveness of companies. In order to maintain competitiveness level, modern enterprises have to start the process of digital transformation that requires new organization models, redesigned business processes and new ways of communication with partners and customers. According to some authors this is the biggest transformation in business the world has seen in over a century. The untapped potential here really is enormous and it represents big challenge for all industries and national economies. EU experiences in the development of digital entrepreneurship are analyzed, as well as challenges of digital change in domestic companies.

This paper analyzes the contribution of information-communication technologies to economic growth of national economies and higher productivity and competitiveness of companies. Educated work force and organizational changes are necessary in order to realize all ICT potentials and benefits and, on the other side, to minimize risk of implementation. ICT effects are also connected with companies' readiness for innovation and experiments, as well as, with its size and industry. Print media industry is presented as a sample industry with ICT and Internet causing completely new business models and consumer participation in content creation. The last part of the paper is devoted to importance of ICT integration in Serbian economy in order to enhance national economic growth, rise employment and welfare, and improve productivity and competitiveness of national companies.

The COVID-19 pandemic has widespread and long-lasting implications for the global economy causing general economic stagnation and crisis. Different industries and sectors strive to maintain the functioning of their business and stimulate companies to increasingly rely on the potential and power of digital technologies and network communications. In the trade sector, there was raising awareness about the importance of digitization and leveraging digital commerce as a strategic investment and competitive advantage. More and more trade companies started looking at digital channels not as an addition to their physical location but as a strategic source of long-term, sustained growth, which proved to be a significant boost for e-commerce all over the world. In this paper, B2B and B2C e-commerce segments are analyzed including current trends and dynamics, management of new business models, and expected implications of the latest digital technology innovations. Investments in new digital technologies tools and solutions in e-commerce had been driven by the need for frictionless shopping, personalization, and improved operational efficiency required by new-age customers. Experiences of the Serbian economy in e-commerce transactions are analyzed as well.

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