IMPROVING THE METHODOLOGY OF STRATEGIC MANAGEMENT OF BUSINESS ENTITIES UNDER DIGITAL TRANSFORMATION: A CONCEPTUAL FRAMEWORK

This article examines how the methodology of strategic management for business entities should be improved under conditions of digital transformation. Recent research shows that digital transformation is not limited to technology adoption; it involves changes in value creation, organizational structure, capabilities, performance systems, and managerial decision-making. Studies by Vial, Verhoef and co-authors, Plekhanov and co-authors, Elia and co-authors, and recent OECD reports indicate that firms now operate in a rapidly changing environment shaped by digital technologies, ecosystem competition, data intensity, and new governance demands. On that basis, the article develops a conceptual framework for improving strategic management methodology in business entities. The proposed framework integrates strategic scanning, digital maturity assessment, dynamic capabilities, business-model transformation, agile governance, performance measurement, ecosystem interaction, and continuous strategic renewal. The article argues that an effective methodology of strategic management in the digital era must move from static planning toward adaptive, data-driven, and capability-based strategic management.