DETERMINING THE IMPACT OF DIGITAL INFORMATION TECHNOLOGIES ON BUSINESS AND PROPOSING METHODS OF RESPONDING TO THE PROBLEMS OF THE COMPANY'S DIGITAL ECONOMY

The article is devoted to the problems of identifying the impact of digital information technologies on business and proposing ways for companies to respond to the challenges of the digital economy, adapting the company's strategic management tools to the rapidly changing external environment resulting from the rapid development of the digital economy. This article covers the main trends in changing the digital business environment at the macro and micro levels, issues of increasing the efficiency of using the company's internal potential, and the specific features of competitive struggle based on the active use of information and communication technologies.