THE IMPACT OF TECHNOLOGICAL INNOVATIONS ON THE COMPETITIVENESS OF SERVICE ENTERPRISES

This article examines issues related to the impact of technological innovations on the competitiveness of service companies. In the era of the digital economy, these enterprises are faced with the need for technological modernization, on which their survival in the market depends. The purpose of this article is to identify the multidimensional relationship between technological innovations and the competitive potential of service organizations. The key contradictions of innovation processes are identified: asymmetry between technological capabilities and consumer expectations, imbalance between the speed of technological change and the adaptive capabilities of organizational structures, the paradox of diffusion of competitive advantages in the context of technological globalization. The author substantiates the need to shift the emphasis from technological determinism to bipolar innovation strategies, ecosystem cooperation and hybridization of service models. It is concluded that in modern conditions, the competitiveness of the business structures under consideration is determined not so much by the availability of advanced technologies as by the ability of business entities to integrate innovations into an integral ecosystem focused on creating unique value for customers. The materials presented in the article will be useful for service company managers developing digital transformation strategies, innovation management specialists and service researchers.