THEORY AND PRACTICE OF APPLICATION OF BUSINESS MODELING ON THE EXAMPLE OF PJSC «MTS»

The article presents a study of the transformation of business models as the main factor in the sustainability of companies in an emerging market environment. The authors analyze the changes in business model concepts from the perspective of ensuring the financial stability of companies and their role in creating values. Special attention was focused on methodological approaches, including the Osterwalder-Pinier model, as well as the four-element Johnson, Christensen, and Kagermann model. Using the example of PJSC «MTS», a comprehensive analysis of the external environment is shown, which covers technological, economic, as well as socio-political aspects. The authors propose strategic recommendations for PJSC «MTS», which include automation of inventory monitoring and the introduction of computer vision to minimize manufacturing defects, as well as predictive maintenance. The study confirms that a successful change in the business model requires a special reorientation to new audience segments, optimization of financial flows and modification of the value proposition.