DIGITALIZATION OF BUSINESS PROCESSES IN THE GLOBAL WORLD
https://doi.org/10.24412/2225-8264-2022-4-117-122
Abstract
Digitalization, conceptually changing the rules of the game in modern markets, is gradually transforming the competitive environment and society as a whole, while the inevitability and radicalness of these changes cannot always be assessed positively. Marketing, as one of the main tools in the struggle for leadership positions in the market, is changing the very essence of competition, including through the total use of digital tools and technologies. In this regard, the dynamics and vector of development of changes in global world markets correlate with the degree of involvement of an economic entity in the processes of digital transformation. The author makes an attempt to assess the role of new digital technologies in shaping consumer preferences, developing new forms of competition for leadership in the global market, and determining the consequences and prospects for the digital transformation of marketing.
About the Author
O. A. Fikhtner
Yaroslav-the-Wise Novgorod State University
Russian Federation
Russian Federation
Oxana A. Fikhtner, Doctor of economics, head of academic publishing development centre, Professor of the Department of Technology and Art Education
Veliky Novgorod
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Review
For citations:
Fikhtner O.A. DIGITALIZATION OF BUSINESS PROCESSES IN THE GLOBAL WORLD. Herald of Siberian Institute of Business and Information Technologies. 2022;11(4):117-122. (In Russ.) https://doi.org/10.24412/2225-8264-2022-4-117-122
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