CREATING VALUE FROM DATA: STRATEGIC AND MANAGERIAL ASPECTS OF THE TRANSITION TO DDO

The purpose of this paper is to identify and substantiate the key strategic and management principles necessary for an organization’s effective transition to a data-driven organization (DDO), with an emphasis on creating value from data and integrating these processes into the company’s corporate strategy and culture. The theoretical foundations of the DDO concept are analyzed from the perspective of knowledge-based theory in order to determine the role of data as a form of strategic knowledge and a resource for competitive advantage. The key stages of a company’s transformation into a DDO are highlighted, including: recognition of data as a strategic resource, development of organizational potential for working with data, integration of data into corporate strategy and culture. The management risks and barriers that arise when building up internal knowledge, using complex technologies (AI, Big Data) and transferring tacit knowledge in organizations are determined. Management recommendations are formulated for the development and retention of data specialists, building effective knowledge coordination mechanisms and introducing agile approaches to the process of processing and using data. The principles of forming a data management strategy have been developed, which ensures alignment with the company’s business goals, standardization of processes and resistance to external changes. Practical principles have been proposed for organizations with limited resources, allowing for an adaptive and gradual transition to the DDO model without the need to implement complex and costly transformation programs.