ORGANIZATIONAL TRANSFORMATION IN THE CONTEXT OF DIGITALIZATION: THE ROLE OF DATA IN STRATEGIC MANAGEMENT

The purpose of this article is to analyze the role of data as a strategic resource in the process of organizational transformation in the context of digitalization, as well as to identify the key factors contributing to a successful transition to data-driven management. The article considers the theoretical foundations of digitalization and the concept of data-driven organization (DDO). Based on existing research, the concept of digital transformation and features of data-driven organization are described. Transformational changes in the structures, processes and culture of organizations caused by the increasing role of data are analyzed. Changes in business models, management, structure and culture caused by digital technologies and the growth of data are considered. Mechanisms for integrating data into strategic management and decision-making processes are studied. The process of recognizing data as a strategic resource is disclosed in detail, including in the context of the theories of Grant and Mintzberg. It is also discussed how data becomes the basis for creating value and competitive advantage. The main challenges and barriers faced by organizations in the transition to a data-oriented model are identified. The problems of small and medium-sized enterprises are particularly emphasized: limited resources, lack of knowledge, complexity of changes in organizational culture, etc. Recommendations for the development of a data-driven approach are formulated, taking into account organizational features and the level of digital maturity. The first principles (awareness of the value of data and its strategic role) are proposed, as well as alternative paths to transformation – through partnership with universities, mentoring, gradual development of competencies.