DIGITAL STRATEGIC MANAGEMENT OF AN ENTERPRISE: DATA ANALYSIS METHODS, CONTENT MANAGEMENT AND PR, LEADERSHIP, TEAM INTERACTION, AND INTERCULTURAL COMMUNICATION

The article substantiates the conceptual foundations of digital strategic management of an enterprise as an integrated management system based on digital technologies, data analytics, communication platforms, and modern organizational approaches. The relevance of the study is determined by the acceleration of digital transformation, increasing information volumes, intensification of competition, and growing uncertainty of the business environment. The key components of digital strategic management are identified and systematized, including data analysis methods, content management and PR, digital leadership, team interaction, and intercultural communication. The functional role of each component is determined. Data analysis methods, including statistical, comparative, correlation, regression, factor, and cluster analysis, combined with Business Intelligence, Big Data, Predictive Analytics, artificial intelligence, and machine learning, provide an analytical and predictive basis for strategic decision-making, risk identification, and forecasting. Content management and digital PR support stakeholder interaction, corporate reputation, information openness, and communication of strategic objectives and organizational values. Digital leadership is considered a mechanism for coordinating digital transformation, managing change, and developing digital organizational culture. Team interaction ensures the implementation of managerial decisions through digital platforms, cloud services, project management systems, and collaborative communication tools. Intercultural communication contributes to effective international interaction, reduction of communication barriers, and development of business partnerships. The scientific contribution of the study consists in integrating these components into a unified architecture of digital strategic management based on the functional sequence of data and analytics, strategic decision-making, digital leadership, team implementation, communication interaction, and strategic results. The proposed approach provides a basis for enhancing enterprise adaptability, strategic flexibility, competitiveness, and resilience under conditions of digital transformation and environmental uncertainty.