The impact of changes in the business environment on the efficiency of enterprise product line during digital transformation

Digital transformation is a tool for strategic management and is designed to rebuild an enterprise from its product line to entire production and supply chain modernization in order to maintain and increase its competitiveness in a constantly changing business environment. At the same time, effective approaches, management methods and determination of digital transformation effectiveness have not been developed. In this article, an attempt was made to propose a method, as well as to select and adapt a mathematical apparatus for accounting the business environment influences on product line effectiveness, and therefore on digital transformation effectiveness of commercial enterprises in general. The scientific novelty of the proposed method lies in the application of new principles for taking into account factors of changes in the business environment and their mutual influence, as well as in approaches to calculating the forecast of their condition and development. The practical value of the proposed method is that it allows a commercial enterprise to quickly obtain an assessment of the factors, forecast their changes, and forecast the effectiveness of the product line (and therefore the overall effectiveness of the commercial company).