COMPETITIVE ADVANTAGES OF AN ENTERPRISE IN THE CONDITIONS OF DIGITAL TRANSFORMATION

Modern digital technologies provide new opportunities for enterprises to develop their business, meet customer needs, and strengthen their competitive positions in the market. The formation of long-term competitive advantages is a necessary element of an enterprise’s strategy and the key to its successful business activity. The article analyzes criteria for competitive advantages and their formation depending on the level at which digital transformation is carried out. The impact of digital trends and technologies on the formation of competitive advantages and competitiveness of enterprises is considered in detail. It has been determined that the impact of digital transformation on the competitive position of an enterprise depends on the environment: internal or external. Main attention in the article is paid to the study of the use of modern digital tools and technologies for main and auxiliary types of enterprise activities according to M. Porter value chain model. In particular, examples of the formation of competitive advantages of enterprises in various areas of their activity based on specific digital transformation tools are given. Modern digital systems and technologies and their application to form competitive advantages of an enterprise are considered in detail, in particular, in terms of reducing the cost of production, increasing sales volumes, improving the level of service, and increasing the efficiency of an enterprise. As it is mentioned in the article, an important aspect of successful digital transformation of an enterprise is ensuring a comprehensive and systematic approach when implementing digital systems. This process includes identifying the business process that needs improvement, forming requirements for the digital system being implemented, its selection, implementation and customization, staff training, as well as analyzing the effectiveness of system operation and taking corrective actions if needed during the operation phase. The relevance of implementing digital transformation processes is confirmed by examples of implemented projects at Ukrainian leading enterprises.