PROBLEMS OF DIGITAL TRANSFORMATION IN THE ORGANIZATION AND WAYS TO SOLVE THEM USING THE MANAGEMENT MECHANISM

A digital transformation management engine is a system of interconnected components that aims to effectively manage digital change in an organization. A key element of strategic management, DX includes the introduction of digital technologies to transform management, work and interaction with customers. In the short term, this increases the efficiency and quality of the service, and in the medium term, it opens up new opportunities for growth, innovative development and adaptation to the market. Successful digital transformations lay the foundation for long-term sustainability of companies, minimizing the need for repeated transformation and ensuring continuous innovation through digital platforms, artificial intelligence and big data. Effective DX management includes assessing the current state, developing a strategy, implementing innovations, monitoring their effectiveness, and developing digital literacy among employees. The DX management mechanism is an integral part of the modern management system in the digital economy. There is no single approach to conducting DX yet. A comprehensive analysis is needed to identify problems that hinder the introduction of digital technologies in management, and ways to solve them, taking into account internal and external factors, as well as the specifics of Russian companies in a global context.