DIGITALIZATION AS A KEY TREND IN THE TURBULENT ENVIRONMENT OF CORPORATE ENTERPRISES

The article examines the role of digitalization as a key trend in the turbulent environment of corporate enterprises. Key infrastructure components necessary for the successful functioning of the digital economy have been identified, including the regulatory framework, digital skills of professionals, and effective and accountable institutions. An important trend in the development of the digital economy is the emergence of "FinTech" companies that replace traditional financial intermediaries. The main aspects of the essence of the concept of financial technologies "FinTech" are considered. The tools for implementing digital technologies in the financial market of Ukraine are analyzed, including neobanking, artificial intelligence and machine learning, cryptocurrencies, open banking and financial ecosystems. The rapid development of these instruments is causing turbulence in both the financial sector as a whole and the emission activity of corporate enterprises. Among the features of the digitalization of emission activity in the financial market, the network effect, globalization, changing business models and increasing the speed of change are highlighted. The risks of introducing digital technologies into the financial market, including in the context of digitalization of emission activities in Ukraine, in addition to general risks related to cybersecurity, data privacy, lack of qualifications and knowledge, lack of flexibility and dynamism, include such specific risks as the emergence and development of decentralized autonomous organizations (DAO). A feature of DAO is that their role as a mechanism for protecting interests of stakeholders does not require the usage of an extensive system of various intermediaries that are necessary for the traditional stock market, which helps minimize transaction costs. The analysis of the role of digitalization as a modern trend in the formation of the corporate environment of enterprises showed a dual nature of the impact, since digitalization contributes to the growth of the adaptability of enterprises by accelerating the response to the challenges of a dynamic environment. However, digitalization enhances the dynamism of the environment itself and, in the process of interference with other factors, generates its turbulence. Prospects for further research include the development of a methodology for assessing the effectiveness of the usage of digital technologies, in particular artificial intelligence and blockchain, for the digitalization of the emission activity of corporate enterprises.