DIGITAL TRANSFORMATION AS A FACTOR OF INCREASING COMPETITIVENESS OF ENTERPRISES

In the era of globalization and technological progress, digital transformation is becoming a necessary condition for increasing the efficiency and achieving the competitiveness of any activity. The study aims to understand how companies can effectively adapt to the changes brought about by digitalization and what steps need to be taken to secure a strategic advantage in the new economy. The purpose of this study is to analyze digital components and identify the main tools and strategies that companies can use to improve their competitiveness. The study's findings highlight the importance of innovating across all aspects of an organization, noting that successful digital strategies require not only technological upgrades, but also a deep rethinking of existing business processes. The focus is on the need to create a sustainable culture of innovation, develop digital skills among employees and ensure security. Developing and implementing effective strategies to overcome barriers is fundamental to enterprise success, as they maximize the business impact of digital transformation and harness its potential to achieve sustainable competitive advantage