Digital transformation in enterprise management: adaptation of business models under the influence of innovative technologies

Abstract

Introduction. In the conditions of globalization and rapid development of technologies, the role of enterprise management in implementing effective strategies for adapting business models becomes a decisive factor for maintaining competitiveness. Changes in market conditions, technological innovations, and consumer needs require enterprise management not only to be flexible, but also to be able to integrate innovative approaches into management processes. Digital technologies, such as artificial intelligence, big data and the Internet of Things, create new opportunities for optimizing business processes, while posing new challenges to management in their implementation. The purpose of the article is to study management strategies for adapting business models to modern market conditions and technological changes, as well as to identify key management approaches that ensure flexibility and long-term sustainability of enterprises in conditions of digital transformation. Research methods include the analysis of scientific literature on issues of management and adaptation of business models, as well as practical examples of companies that have successfully implemented innovative management solutions. Comparison and generalization of different approaches to management allows us to draw conclusions about the effectiveness of business adaptation strategies in conditions of global changes. The results of the study show that the successful adaptation of business models depends on managerial decisions regarding the introduction of innovative technologies, the development of strategic partnerships, and increasing the flexibility of organizational processes. The study provides examples of successful management approaches that allowed enterprises to maintain their positions in the market during dynamic changes in the external environment.