THE INFLUENCE OF DIGITAL ECONOMY ON FINANCIAL MANAGEMENT AND ANALYSIS: TRANSFORMING BUSINESS PROCESSES IN GLOBAL ENTERPRISES

This article aims to study the impact of digital transformation on the business processes of international companies, analyse the main trends and challenges that arise in implementing digital technologies, and assess their impact on financial analysis and management of enterprises in the digital economy.General scientific methods of cognition, such as the analysis of literary sources, methods of generalisation, and systematisation, were used to form the theoretical basis of the researched issue.Case analysis allowed for identifying practical aspects of digital transformation, and the results of a SWOT analysis revealed vital success factors and strategic directions.The application of SNW analysis, based on the expert assessment method, contributed to determining the relevance of digital transformation trends in business processes.The analysis indicates that digital solutions help companies respond effectively to challenges, increasing business processes' flexibility, speed, and accuracy.Integrating digital technologies improves competitiveness and customer interaction and optimises internal operations.