TRENDS IN THE CONSULTING SERVICES MARKET IN THE CONTEXT OF DIGITALIZATION AND SPECIALIZATION

The paper deals with the transformation of the global economy in recent years, which re-quires the consulting business to respond quickly to changes such as increased digitalization, the introduc-tion of artificial intelligence and the development of global networks. In this regard, the study has tested the hypothesis that the transformation of offers in the consulting market in terms of digitalization and business expertise is conditioned by the need to form hybrid models of value creation that integrate special-ized expertise with digital tools in order to diversify and personalize the services provided. The object of the study is the consulting services market. The subject of the study is the transformation of the consulting ser-vices market under the influence of digitalization and specialization, their impact on the business models of consulting companies and changes in demand for consulting services. The study aims to analyze trends in the consulting services market, identify vectors of its development in the face of digitalization and specialization, and determine their impact on the structure and dynamics of the industry. To achieve the goal and confirm the hypothesis of the study, the authors apply the methods of observation, comparison, grouping, statistical analysis and modelling. The study analyses and systematizes the types of consulting services, and similar to the concept of the Industrial Revolution defines the stages of consulting development, which allow us to define the concepts of dynamic capabilities of this business. The study defines the principles of interaction between customers and consulting companies, which evolve un-der the influence of digital technologies and global processes. The work has proved the hypothesis that one of the key characteristics of specialized consulting companies is their ability to adapt to change, building strategies through digitalization and specialization of services.