ВЛИЯНИЕ ЦИФРОВЫХ ТЕХНОЛОГИЙ НА КОНКУРЕНТОСПОСОБНОСТЬ ОРГАНИЗАЦИИ

The article analyzes the role of digitalization in increasing business efficiency and strengthening companies’ market positions. The purpose of the study is to identify the factors of digital transformation and analyze its impact on business models and operational activities. The work uses an analysis of scientific publications, statistical data and practical cases that allow us to assess the impact of digital technologies. The results of the study show that digitalization is transforming the business models of organizations, contributing to the integration of platform solutions and ecosystems, providing competitive advantages. Optimization of business processes using ERP, CRM, AI and Big Data leads to automation, cost reduction and increased managerial efficiency. From an industry perspective, digital transformation has various impacts: in small and medium-sized businesses, it improves customer interactions and expands the market, in hightech industries it promotes automation and the development of innovative products, and in the financial sector the introduction of fintech solutions, artificial intelligence and blockchain increases transparency and security of operations. However, digitalization comes with risks, including cyber threats, high implementation costs, dependence on IT infrastructure, and a shortage of qualified specialists. The research is aimed at identifying strategic aspects of digitalization, demonstrating the role in increasing the competitiveness of organizations and the need to develop an approach that includes investments in innovation, digital infrastructure development and personnel training.