BUSINESS DIGITAL TRANSFORMATION CHALLENGES JEL: D 29 УДК: 338.1

Abstract

New technologies can not only improve existing processes, but also create more competitive, efficient and profitable business models. Most companies focused on a successful and long-term presence in the market understand the importance of digital transformation. However, not everyone starts to implement it, realizing the need for additional resources, the need for cardinal changes, new competencies, and restructuring of organizational processes.The article is devoted to the study of the process of digital transformation of the company from the point of view of identifying potential problems and risks and their early elimination. The author’s understanding of digital business transformation, digital transformation strategy, factors and risks of digital transformation, recommendations for organizing the digital transformation process are proposed.