OPPORTUNITIES TO ENHANCE THE COMPETITIVENESS OF THE COMPANY IN THE DIGITAL ECONOMY


Nikulin R.A.

In conditions of instability, globalization and digitalization of the economy, it is necessary to effectively manage the organization’s business processes and data entering or generated by it. With the transition to new stages of the life cycle in production, the number of business processes that transform the creation chains cost is increasing. Also during the life cycle of the organization, the amount of data is growing at all stages of the value chain. The article examines new competitive advantages that arise as a result of the system transformation of value chains under the influence of the industrial Internet, “smart” devices whose complex structure form the basis for the modernization of the entire company, the organizational structure of management, the production system. Traditional approaches to the formation of the competitiveness affect local changes in value chains. Modern trends in ensuring the competitiveness require large-scale and complex changes. It is concluded that modern economic challenges - a radical technological revolution, new ways of dealing with consumers, new opportunities for the development of value chains, innovative forms of communication - form new sources of the competitiveness of companies. Data and analytics are becoming a new source of competitive advantage. Keywords: competitiveness, digital economy, smart product, digitalization, value chain. Highlights: ♦ the digital economy forms new sources of competitiveness of companies; ♦ the introduction of breakthrough technologies in the activities of companies requires a revision of ♦ the company strategy; ♦ the structure of product changes; ♦ smart technologies create the basis for the formation of new competitive advantages; ♦ data and analytics are becoming a new source of competitive advantage.

Roman A. Nikulin, a post-graduate student, Kazan Federal University.


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