MATRIX APPROACH TO THE IMPLEMENTATION OF DIGITAL TECHNOLOGIES IN THE ENTERPRISE'S DIGITAL STRATEGY

Abstract

In today's rapidly evolving digital landscape, developing effective digital strategies has become crucial for enterprises aiming to maintain competitiveness and ensure sustainable development. This study aims to develop theoretical and methodological foundations for formulating digital strategies for enterprises and create practical tools for their implementation. The research methods include system analysis, synthesis, comparison, generalization, and matrix approach. The study systematizes and analyzes existing approaches to defining "digital strategy" and proposes an original definition of digital strategy as a scientifically grounded comprehensive plan for the systematic transformation and further development of business activities based on digitalizing all business processes to form sustainable competitive advantages. A matrix for distributing digital technologies according to business priorities has been developed, allowing for the systematization of technologies by application areas: customers, innovation, production, and internal business processes. The scientific novelty lies in the proposed matrix approach to systematizing and selecting digital technologies according to key business areas, enabling the alignment of technology implementation with strategic organizational goals. The practical significance of the research is that the developed matrix serves as an effective tool for companies in planning and implementing digital technologies, optimizing investments, and increasing the efficiency of digital transformation. Prospects for further research include testing the proposed matrix in enterprises across various industries and developing a methodology for assessing the effectiveness of digital technology implementation based on the matrix approach.