# 51 258-267 View full article

УДК 338.24:004

DOI: https://doi.org/10.36887/2415-8453-2025-2-51

Shapovalova Inga,
Doctor of Science in Economics, Associate Professor,
Simon Kuznets Kharkiv National University of Economics,
https://orcid.org/0000-0003-1588-3910

JEL classification: M15, O33, L20

The modern global economic landscape is fundamentally changing under the pervasive influence of digitalization, which is transforming traditional business models and principles of competition. This phenomenon is an urgent need for enterprises, creating both new opportunities and challenges that require the development of adapted management strategies to ensure competitiveness and sustainable development. Understanding these changes and adapting management approaches is critical for Ukraine, which is at the stage of active digital transformation. The scientific problem lies in the gap between existing traditional approaches to economic management and the new requirements of digitalization and in the insufficient systematization of adapted strategies, particularly for small and medium-sized enterprises (SMEs). The article aims to scientifically substantiate a set of interconnected strategies for the economic management of an enterprise that ensures its effective functioning and sustainable development in the conditions of comprehensive digital transformation. The study substantiates that successful economic management in the digital era requires a holistic system of strategies. Data-driven strategies are central to informed decision-making. They are the foundation for customer-centric approaches that use consumer data to create personalized and omnichannel experiences. Achieving operational excellence through automation and optimization of business processes, as well as digital innovation combined with organizational agility, allows the enterprise to adapt to changes and implement new solutions quickly. The success of these strategies is impossible without the formation of digital human resources potential and the adaptation of organizational culture, which promotes continuous learning and experimentation. Developing partnerships in digital ecosystems is also essential, opening access to new markets and competencies while strengthening digital risk management and cybersecurity. Modern methodological approaches to developing and implementing these strategies emphasize instructiveness and adaptability. The specifics of implementation for Ukrainian enterprises facing the challenges of uneven digital maturity, resource constraints, and cyber threats exacerbated by the war are highlighted. However, there are significant prospects due to government support and the potential of the IT sector. The proposed practical recommendations for Ukrainian companies include phased implementation, a focus on skills development, and active participation in support programs.

Keywords: management strategies, adaptation, corporate governance, financial sustainability, operational efficiency, innovation, risk management, data, customer orientation, business process automation, human resource potential, digital ecosystems, cybersecurity.

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The article was received 12.03.2025

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Shapovalova Inga. 12.03.2025 . Substitution of strategies of economic management of an enterprise in the conditions of digitalization. The journal "Ukrainian Journal of Applied Economics and Technology". 2025 / #2. 258-267pp. https://doi.org/10.36887/2415-8453-2025-2-51

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Shapovalova Inga. "Substitution of strategies of economic management of an enterprise in the conditions of digitalization". The journal "Ukrainian Journal of Applied Economics and Technology". 12.03.2025 . https://doi.org/10.36887/2415-8453-2025-2-51

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