THE IMPACT OF ENTROPIC PROCESSES ON GLOCALIZATION DEVELOPMENT OF ENTERPRISES IN THE CONTEXT OF DIGITALIZATION

Abstract

The article examines the theoretical aspects of glocalization and its impact on the development of enterprises in the conditions of digitalization. The authors prove that glocalization as a process of integration of global and local markets becomes a key factor in the successful development of enterprises, especially in the conditions of growing uncertainty and complexity of the functioning of business organizations caused by digital transformations. The research focuses on the entropic processes accompanying digitization and its impact on strategic planning and business management, which is relevant in today's environment. The advantages of glocalization strategies, which allow adapting global approaches to the specifics of local markets, are considered, which helps to strengthen the competitiveness of enterprises and provides an opportunity for business prosperity. In addition, the article analyzes global and local dynamics affecting the development of modern business strategies, and emphasizes the importance of adapting to the cultural, social and economic characteristics of different regions, which in today's turbulent conditions is an opportunity for business development. The application of the glocalization approach is perceived as a necessary condition for ensuring the sustainable development of enterprises in the era of the digital economy. In the context of digitalization, the increasing entropy leads to a growing level of uncertainty, which requires companies to be flexible and able to quickly adapt to changes, which in turn emphasizes the importance of developing strategies that take into account the impact of digitalization on the structure and dynamics of the market, and also help minimize the risks associated with entropic processes. Corresponding market demands require not only adaptation to new technological conditions, but also the creation of sustainable business models capable of working effectively in conditions of increased entropy and constant digital transformations.