THE DEVELOPMENT OF INNOVATIVE DIGITAL ENTERPRISES IN THE ERA OF TRANSFORMATIONAL ECONOMIC CHANGES

The objective of this article is to examine the role of digital transformation processes in enhancing competitive advantages and accelerating economic growth. The objective is to demonstrate how the utilisation of digital technologies and the fulfilment of external environment requirements facilitate the innovation of products and services. The methodology entails an examination of the concept of digital transformation within the context of Ukraine's economy. This encompasses an investigation of the integration of production and distribution factors, an evaluation of the potential of digital enterprises, and the formulation of a model for the transformation of enterprises into innovative business entities. The findings indicate that digital transformation is a crucial factor in attaining competitive advantages and stimulating economic growth. The study identifies digital enterprises, equipped with end-to-end digital technologies and services, as a crucial factor in the implementation of effective digital changes. Furthermore, it offers a model for the transformation of traditional businesses into digital enterprises. The practical implications of this study are that businesses must address the barriers to digital change in order to achieve qualitative transformations. The findings indicate that the systematic overcoming of these barriers can facilitate successful digital transformations, which can enhance business performance and innovation. The article's value lies in its contribution to the understanding of how digital transformation can be integrated into business operations in a systematic manner, with a view to fostering innovation and growth. The study's originality lies in its proposal of a model for enterprise transformation and its identification of key barriers and strategies for effective digital change, tailored specifically to the Ukrainian economic context.