FUNCTIONAL STRATEGIES FOR ENTERPRISE DEVELOPMENT IN THE CONDITIONS OF DIGITIZATION
DOI:
https://doi.org/10.32782/city-development.2025.4-17Keywords:
strategy, development, enterprise, digitalization, marketing, environmental and safety, financial and economic, innovation and investment, operational aspects, personnelAbstract
The article examines the features of the formation of functional strategies for the development of an enterprise in the context of the digital transformation of the economy. It is shown that digitalization fundamentally changes approaches to strategic management, actualizing the need to integrate digital technologies, increase innovation, accelerate adaptation to changes and ensure flexibility of management decisions. The feasibility of structuring functional strategies according to key aspects of the enterprise's activities is substantiated, which allows forming a holistic strategic set consistent with the general model of the organization's development. The content of marketing strategies is disclosed, which in the context of digitalization include the development of digital marketing, brand management, personalization of offers, the formation of omnichannel communication systems, optimization of pricing policy, the implementation of platform interaction with consumers and digital sales channels. Financial and economic strategies are outlined, focused on ensuring financial stability, cost optimization, investment flow management, the implementation of digital tools for financial controlling, budgeting and risk management. Operational strategies are presented, which include digital modernization of production processes, implementation of Industry 4.0, automation of operations, development of logistics systems, optimization of resource provision, inventory management and technological modernization. Human resource management strategies are highlighted, which focus on the development of human capital, formation of digital competencies, talent management, development of corporate culture of innovation, improvement of motivational tools, implementation of HR analytics and digital HRM systems. Innovation and investment strategies are characterized, focused on the introduction of new technologies, development of scientific and technical potential, implementation of innovative projects, investment support for digital solutions and resource-saving technologies. The content of environmental and security strategies has been deepened, including ecological modernization, decarbonization, rational use of resources, reduction of negative impact on the environment, formation of corporate resilience systems, crisis management, cybersecurity, information security, and risk management.
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