scholarly journals DIGITAL TRANSFORMATION AND ITS INFLUENCE ON CHANGING THE MARKETING ORIENTATION OF BUSINESS STRUCTURES AND CONSUMER BEHAVIOUR

2021 ◽  
Vol 7 (2) ◽  
pp. 200-209
Author(s):  
Yuliia Radzikhovska
Keyword(s):  
Baby Boomers ◽  
Consumer Behaviour ◽  
Business Processes ◽  
Consumer Preferences ◽  
Scientific Research ◽  
Digital Economy ◽  
Digital Transformation ◽  
Marketing Orientation ◽  
Online Consumers ◽  
Business Structures

Purpose of scientific research. The purpose of the research is to present the features of digital transformation and its impact on changing marketing orientation of business structures and consumer behaviour in particular, and to determine main value in digital economy, which is the customer, as well as to indicate marketing initiatives to enhance consumer behaviour Y, Z. The object of scientific research. The object of the scientific research is the process of digital transformation of business structures and changes in marketing orientation, which can be traced and understanding consumer behaviour in terms of generations of baby boomers, X, Y, Z. Methodology. Based on dialectical, systemic and matrix methods, the influence of digital transformation on consumer preferences and behaviour, as well as the change in marketing orientation, which determines new quality and format of business structures, has been studied. A comparative analysis of the types of generations of consumers that determine the further content of marketing initiatives in business is used. The result of the article. Marketing initiatives to enhance consumer behaviour are presented, taking into account the preferences and behaviour of online consumers. It is determined that the advantages of digital transformation for business structures are the improvement of the customer base, increased flexibility and acceleration of business processes, innovative opportunities for business development. Practical implications. Digital transformation of business structures and the changes traced in them in three stages are revealed, namely: automation (transfer of business processes to electronic systems for storage and exchange of data in the existing form and in the way in which they work at the enterprise); digitalization (optimization of individual business processes with adaptation to tools and technologies of digital economy); digital transformation (involves a qualitative change of the entire business model of the enterprise, starting from the strategy and ending with the digitalization of all (management, core and supporting) business processes). Marketing initiatives influencing values, priorities, ways of communication of different generations of consumers are specified. Value/originality. Matrix structure of preferences and behaviour as online consumers, representatives of generations of baby boomers, X, Y, Z in terms of priorities in online shopping, frequent purchases, reasons for buying online, reasons for dissatisfaction with purchases, additional information is proposed. Key directions of strategic transformations are defined, among which there are customer service, values, work with data, introduction of innovations.

Infrastructure Support for the Innovative Transformation of Business Structures in the Digital Economy

2021 ◽  
Vol 26 (11) ◽  
pp. 1210-1216
Author(s):  
N. P. Golubetskaya ◽  
A. V. Kurlov
Keyword(s):  
Business Processes ◽  
System Analysis ◽  
Consumer Preferences ◽  
Digital Technologies ◽  
Economic Security ◽  
Digital Economy ◽  
Global Market ◽  
Regional Economic ◽  
Information And Communication ◽  
Business Structures

Aim. The presented study aims to develop conceptual approaches to the formation of infrastructure for the innovative transformation of entrepreneurship in the digital economy, which would make it possible to optimize the management system of regional economic entities aimed at creating a favorable climate for the generation, development, and implementation of innovations in the Russian socioeconomic system.Tasks. The authors analyze conceptual approaches to the formation of a system of infrastructural support for the innovative transformation of business structures based on a comprehensive analysis of the parameters of its subsystems; substantiate priority directions for the development of regional infrastructure with a view to ensuring sustainable operation of economic entities; propose scenarios for the formation of regional infrastructure based on digital technologies for the transformation of innovation activities of companies.Methods. This study is based on the classical corporate life cycle theory, which includes mechanisms and organizational structures that facilitate the sustainable development of business structures in the digital economy. Theoretical and practical recommendations for innovation management and system analysis of the formation of competitive advantages of regional economic entities are used with allowance for current trends in the world economy and geopolitical risks.Results. Infrastructure support for the innovative transformation of business structures in the digital economy should allow for the reloading of the logistical, technological, financial, economic, informational, personnel, and communication units of the company’s integrated functioning system. Digital technologies transform system-wide, strategic, marketing, information, and communication methods of development and implementation of management decisions within regional socio-economic systems.Conclusions. Infrastructure support for the innovative transformation of business structures largely depends on the use of digital methods that allow for the implementation of information and communication platforms making it possible to optimize the organizational management structures of companies. The effectiveness of innovative transformation can be increased by accelerating and simplifying business processes; increasing the level of transparency and reliability of procedures performed on the web and implemented in business applications; structural transformations of forms of interaction with customers based on modern interfaces and access to complete information about consumer preferences; ensuring the availability of services provided on a cloud platform; achieving a high level of security of the knowledge base. Digital technologies have made the effectiveness of company management more dependent on the parameters of economic security and indicators of the quality of the information and communication infrastructure used at all stages of the functioning of the regional socio-economic system. Business communications in the global market of goods and services are accelerating and simplifying.

ANALYSIS OF THE STRUCTURAL DYNAMICS OF THE DIGITAL ECONOMY IN TODAY'S REALITIES

2021 ◽  
Vol 14 (1) ◽  
pp. 40-47
Author(s):  
Tatуana Ivanovna LOMACHENKO ◽  
Keyword(s):  
Structural Dynamics ◽  
Digital Technology ◽  
Business Strategy ◽  
Production Management ◽  
Production Efficiency ◽  
Business Processes ◽  
Business Environment ◽  
Digital Economy ◽  
Digital Transformation ◽  
Evolutionary Stage

Nowadays, there is no consensus that digitalization is a threat to business security or an opportunity to comprehensively manage the entire chain of business processes in real time, taking into account incoming data from all assets. However, political and economic instability, demand volatility, and competition are all a set of global challenges that digital transformation has responded to. In industry, the competitive advantage has become not the ownership of the enterprise, the firm, but access to digital technology, on which the efficiency of work with specific resources depends. The processes of forming individual business segments related to production management based on modern digital technology have already been launched and most companies are focused on this direction. The article reveals the features of the evolutionary stage of digital economy development, presents the relationship of this process with the formation of the conceptual framework from the theoretical foundations, substantiated in the 1990s by foreign and domestic scientists to modern approaches in the interpretation of digital economy definitions. The article proposes the structural dynamics of the digital economy in today's realities, revealing internal problems, opportunities for economic growth, maturity and readiness of the state to new ways of doing business in the digital economy and digital transformation, to form the country's national strategy. In addition, the conditions under which digital transformation opens up new opportunities for the business environment, the public sector and society as a whole are presented. Changes in business strategy, organizational forms, business process capabilities, new approaches in working with clients, competitive advantages, increase in profit sources are analyzed. As a result, the efficiency of the whole system increases, which allows to reach a fundamentally new level of production efficiency in a short time.

scholarly journals Transformation of the personnel competency model in the context of the transition to the digital economy

2020 ◽  
Vol 164 ◽  
pp. 09005
Author(s):  
Anna Belolipetskaya ◽  
Tatyana Golovina ◽  
Andrey Polyanin ◽  
Yulia Vertakova
Keyword(s):  
Information And Communication Technologies ◽  
Creative Thinking ◽  
Digital Technologies ◽  
Digital Economy ◽  
Digital Transformation ◽  
Management Decision ◽  
Economic Relations ◽  
Leading Role ◽  
Management Decision Making ◽  
Business Structures

The purpose of the research is to study the problems of the competence interface of personnel management of business structures in the context of digital transformation and to justify the organizational and managerial measures for its development and effective use. The analysis of various approaches to highlighting the competencies of personnel in the digital economy, by which is meant the confident and selective use of information and communication technologies in the ecosystem, is presented. It is determined that the use of digital technologies is a prerequisite for ensuring the competitiveness of business structures. The leading role of “soft” skills, including both cognitive and socio-behavioral abilities, is substantiated. A three-module model of personnel competencies in the context of digital transformation is suggested, in which such digital competencies and skills as: working with digital technologies, creative thinking and behavior, professionally oriented skills in the field of production and managerial activities are highlighted. The use of the competency-based approach to the digital transformation of economic processes helps to increase the adaptability of the existing system of economic relations to the conditions of the new technological structure, and provides the possibility of introducing end-to-end technologies into management decision-making processes in order to increase their efficiency.

scholarly journals The analysis of the digital transformation trends in the Ukrainian economy

VUZF Review ◽  
2021 ◽  
Vol 6 (4) ◽  
pp. 136-144
Author(s):  
Hanna Snopenko ◽  
Olga Balueva ◽  
Olena Tanchyk
Keyword(s):  
Development Strategy ◽  
Business Models ◽  
Business Processes ◽  
Industrial Revolution ◽  
Digital Economy ◽  
Digital Transformation ◽  
New Production ◽  
Fourth Industrial Revolution ◽  
Digital World ◽  
The World

The consistent evolution of technology around the world creates new production tools and opportunities for different economic agents. As a result, new economic structures are emerging as a result of industrial revolutions. Today, the digital economy is seen as the backbone of the fourth industrial revolution, as there is a clear shift in the underlying technology and signs of a technological and economic paradigm shift. The current stage of the industrial revolution is associated with the Internet communication technologies development, which has significantly changed the technology of business processes and has been called "digitalisation". Thus, the fourth industrial revolution and the third wave of globalisation are based on the digital economy. The article explores trends in the development of the Ukrainian economy under the influence of ubiquitous digitalisation. Digital transformation changes traditional business models of organisations, allowing them to occupy profitable niches in global markets, raising the prestige of business and the state as a whole. In today's environment, the level of digitalisation illustrates the degree of companies' competitiveness and is a determining factor in development strategy. To analyse the processes of digitalisation and determine the place of Ukraine in the digital world, the article identifies and describes four zones of digital transformation, which are particular to the world economies. It is determined that Ukraine has fallen into a zone of prospective economies, where digital infrastructure is limited. Still, digital development is accelerating, indicating the potential for digitalisation to flourish, which will benefit economic recovery from the COVID-19 pandemic and long-term transformation. Ukraine's integral digital transformation index score is placed at 2.81 out of a possible 5 in 2021. It was determined that the main barriers to the digital transformation development in Ukrainian business include ineffective legislation, insufficient funding and low digital literacy of the population. However, the highest score among the index components was given to companies' overall level of digital transformation. A positive result of the survey is confirmation of increased investment in the digital technologies development in Ukraine: priority investments in this area include customer interaction, data analytics and HR management.

scholarly journals Development of the Logistics 4.0 Concept in the Digital Economy

2020 ◽  
pp. 85-96
Author(s):  
N. Trushkina ◽  
◽  
H. Dzwigol ◽  
O. Serhieieva ◽  
Yu. Shkrygun ◽  
...  
Keyword(s):  
Big Data ◽  
Customer Service ◽  
Industry 4.0 ◽  
Business Processes ◽  
Digital Technologies ◽  
Digital Economy ◽  
Digital Transformation ◽  
Digital Platforms ◽  
Delivery Times ◽  
Sustainable Logistics

The transition to a digital economy is becoming a key driver of GDP growth. This is due not only to the effect obtained from the automation of existing processes, but also from the introduction of new, breakthrough business models and technologies, including digital platforms, digital ecosystems, in-depth analytics of big data, Industry 4.0, Logistics 4.0. At the same time, digital transformation is seen as a radical change in the complex of business processes, from product development to customer service, as well as the introduction of modern digital technologies in the organization of business processes in enterprises. The purpose of the article is to analysis the features and trends of organizing logistics activities in the context of digital transformation of business processes; research of the main prerequisites for the formation of the Logistics 4.0 concept; determination of priority directions for its further development in the context of Industry 4.0. Based on the generalization of scientific approaches, the definition of the concept of "Logistics 4.0" has been clarified, which means the modern paradigm of managing logistic (material, financial, information, transport) flows and organizing a complex of logistics activities (purchase and delivery of material resources, warehousing, production, stock formation, recycling of industrial waste, customer service, transportation and sale of finished products) using breakthrough digital technologies and information systems. The priority areas of organizing the logistics activities of enterprises using digital technologies include the following: multichannel logistics; logistics marketplaces; rethinking the use of packaging; mass personalization; Silver Economy (new services for older clients and new opportunities for older workers); sustainable logistics; sharing economy; multi-supply; customer experience; smart containerization; big data analytics; augmented and virtual reality; cloud service applications and APIs; Internet of Things; robotics and automation; new generation wireless communication; blockchain; Artificial Intelligence; unmanned aerial vehicles or "drones"; 3D printing; unmanned vehicles; quantum computing; supergrid logistics; space logistics; the use of digital platforms that unite customers and transport and logistics companies (the parties can enter into digital contracts, exchange transport booking requests and electronic documents, control the delivery of goods in real time). All this can help to reduce costs by optimizing procurement; decrease in personnel costs and decrease in labour costs as a result of automation; reduction of errors in logistics; optimization of the supply process; efficient warehouse management; forecasting shipments; creation of optimal routes; operational planning of loads and control of delivery times; ensuring product delivery on time, improving customer loyalty; optimal interaction with customers on the "last mile".

scholarly journals Digital Transformation of Business Analytical Processes

2021 ◽  
Vol 8 (2) ◽  
pp. 62-70
Author(s):  
O. E. Mikhnenko
Keyword(s):  
Big Data ◽  
Business Intelligence ◽  
Business Processes ◽  
Digital Technologies ◽  
Business Environment ◽  
Digital Economy ◽  
Digital Transformation ◽  
Management Decision ◽  
Control Apparatus

Current development and management of economic activity is largely associated with the implementation of the concept of the digital economy, which poses new challenges for business intelligence. The set of tasks is formed in order to develop business intelligence so that it matches the improved management of economic subjects, and to ensure the quality of business processes when digital technologies are introduced. Improved management based on the concept of the business environment implies that monitoring principles are used to analyze the behavior of external business environment participants with the purpose to build a rational partnership relationship. The digital economy creates information opportunities in this area, as it provides the access to Big Data and their processing using Big data analytics technologies. With regard to the requirements of management, the article analyzes the behavior of elements of the internal business environment to develop a management solution to improve the effectiveness of their behavior. The high quality of the solution is provided by the information model being a highly adequate image of a particular object under control and the ability of the control apparatus to fully realize the volume of its inherent functions. Under these conditions, the digital transformation of analytical processes is based on its own information platform, which should use breakthrough digital technologies. The research uses such methods as systemic analysis to generalize the modern concepts of economic system management, development of digital technologies and their introduction into management decision-making processes.

scholarly journals MICROECONOMIC ANALYSIS OF CONSUMER BEHAVIOR FROM THE POINT OF VIEW OF GENERATION THEORY IN THE MIND OF DIGITALIZATION

2021 ◽  
Vol 71 (4) ◽  
Author(s):  
Anna Pereverzieva ◽  
Olena Hubar
Keyword(s):  
Social Networks ◽  
Information And Communication Technologies ◽  
Consumer Behaviour ◽  
Consumer Preferences ◽  
Communication Technologies ◽  
Digital Economy ◽  
Value Orientations ◽  
Point Of View ◽  
Purchasing Decisions ◽  
Information And Communication

The article examines the determinants of consumer behaviour characteristics amid information and communication technologies and their use in all social spheres. The relevance of the study is due to the fostering of digital economy and its interference into the social spheres, including transformation of consumer preferences and values when making purchasing decisions. The objective of the article is to determine consumer behaviour characteristics belonging to different generations. The transformation of structure, but directly of the consumption character in the digital economy has been analyzed. The analysis of socio-economic and historical preconditions` impact on the consumers` value orientations have been carried out. Within the theory of generations` framework, the issue of social groupings` (generations`) stability selection, their periodization and main values` figuring out have been considered. One of the key values that determines their affiliation to a society, a certain generation, and, accordingly, forms a certain microeconomic model of consumer behaviour is cosmopolitanism in the growing pace of information and communication technologies distribution and the availability of Internet resources. The most important feature of consumer behaviour in the formation and development of the digital economy which characterizes all generations – vertical trust – trust in public authorities and the media and horizontal trust – trust in information obtained from the inner circle and social networks, has been studied. Social networks` and environment`s impact on purchasing decisions in terms of generations – X and Y has been examined. The growing level of access to information, the range of consumer opportunities to maximize goods` utility through individual approach to supply have been analyzed. The peculiarities of market transformation and its focus on consumer preferences and values, digital technologies resources to reduce transaction costs when buying and selling, the prerequisites for shifting consumption from the long term to the short term have been identified.

scholarly journals Robotization of business processes of enterprises of housing and communal services

2019 ◽  
Vol 110 ◽  
pp. 02082 ◽  
Author(s):  
Alexander Sukhorukov ◽  
Sergey Eroshkin ◽  
Philip Vanyurikhin ◽  
Sergey Karabahciev ◽  
Ekaterina Bogdanova
Keyword(s):  
Information Management ◽  
Economic Efficiency ◽  
Process Model ◽  
Business Processes ◽  
Digital Economy ◽  
Digital Transformation ◽  
Management Systems ◽  
Economic Decisions ◽  
Information Management Systems ◽  
Types Of Information

The article analyzes the problems of robotization of business processes in the field of housing utilities of Russia in the formation of the digital economy. It identifies ways of integrating the main types of information management systems for analyzing and evaluating the economic efficiency of such a digital transformation. The possibility of using the digital process model for making sound economic decisions on the robotization of business processes in HCS is considered.

THE FACTORS INFLUENCING THE SUCCESS OF INTRODUCTION OF DIGITAL TECHNOLOGIES INTO THE ACTIVITIES OF RUSSIAN ENTERPRISES

2021 ◽  
pp. 93-110
Author(s):  
Tatiana V. Gudkova ◽  
Alisa S. Kasparyan
Keyword(s):  
Regression Analysis ◽  
Business Processes ◽  
Digital Technologies ◽  
Digital Economy ◽  
Digital Transformation ◽  
Market Conditions ◽  
Industrial Enterprises ◽  
Factors Influencing ◽  
Modern Technologies ◽  
The Way

Currently, increased competition in all industries encourages enterprises to look for new ways to improve their competitiveness. Today, in the conditions of the digital economy, digital transformation, implying the introduction of modern technologies into all business processes, can become a key tool that allows you to quickly adapt to changes in market conditions. In this study, on the basis of regression analysis, the factors contributing to the success of the introduction of digital technologies at industrial enterprises in Russia, as well as the barriers that arise in the way of their digital transformation, are identified.

scholarly journals PERSPECTIVES OF DEVELOPMENT OF THE ORGANIZATIONAL AND LEGAL MECHANISMS OF PUBLIC MANAGEMENT IN SOCIO-ECONOMIC SPHERE AND DIGITALIZATION

2021 ◽  
Author(s):  
Tohobytska V.D.
Keyword(s):  
Public Management ◽  
Business Processes ◽  
Customer Orientation ◽  
Modern Society ◽  
Business Administration ◽  
Digital Economy ◽  
Business Structures ◽  
The Impact ◽  
Traditional Economy ◽  
Business Structure

The article provides a comprehensive scientific substantiation and study of organizational and legal principles and mechanisms of public management of socio-economic risks in the context of digitalization. Emphasis placed on the fact that in complex modern state and social processes, as well as relations in the field of economic and entrepreneurial activities, it is difficult to imagine their functioning without the use of information and digital technologies, because their use has facilitated and even changed various areas of business and respectively management processes in the field of business administration. To date, in the scientific literature there are studies on such a phenomenon as digitalization, which are mainly descriptive in nature and relate to various areas of modern society, including the consequences of digitalization for modern society, directly at the enterprise level, the impact on enterprises of various fields. As well as the issue of digitalization of various sectors of the economy. Instead, the concept of "digitalization" and its place in the processes of business administration of business structures and socio-economic relations is becoming increasingly important. It concluded that the management and business administration of the business structure in the digitalization of society should have a number of specific features, in particular, the entrepreneur should, taking into account modern technologies, become a story customer-oriented to the business structure. At the same time, customer orientation in the traditional economy and digital economy is of different nature: in the traditional economy, managing customer needs in the company as a whole, and in the digitalization of the economy  the needs of a particular consumer; as channels of advancement in the traditional economy are mainly offline communications, and in the digital economy  digitalization elements of public administration. The transition to customer orientation in a digital economy is an important management process that requires changes not only in individual business processes of business structures, but also in the work of the whole organization, certain adjustments must be made to the business administration of the business structure in general.

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