STRATEGIC MANAGEMENT AND DIGITAL TRANSFORMATION: APPROACHES TO IMPROVING ORGANIZATIONAL PERFORMANCE

This article examines the relationship between strategic management and digital transformation in contemporary organizations. The study considers how strategic planning, leadership, organizational culture, human capital, and performance measurement interact when organizations adopt digital technologies. A narrative review of established management literature is used to identify opportunities and limitations associated with digital transformation. The analysis suggests that technology investment alone does not guarantee organizational improvement; positive outcomes depend on strategic alignment, employee capabilities, process redesign, and continuous evaluation. An integrated conceptual framework is proposed to support responsible digital transformation and long-term organizational adaptability. The article provides practical recommendations for managers while distinguishing conceptual propositions from empirically tested findings.