BUSINESS PROCESSES IN CONDITIONS OF SUSTAINABLE DEVELOPMENT: DIGITAL TRANSFORMATION OF MARKETING AND INNOVATION

Abstract

. Business process digitization is integral to modern business, particularly in ensuring sustainable development. It profoundly impacts marketing, innovation, and overall company functions. To achieve successful digitalization, understanding your business needs and aligning digital technologies with your objectives are crucial. This study aims to uncover the key marketing and innovation factors driving the digitalization of business within sustainable development contexts.

The research employs several methods: analysis, synthesis, forecasting, observation, factor analysis, modeling, and graphic representation. Key findings reveal the core components of the digitization process, encompassing automation, electronic document management, cloud technologies, the Internet of Things, database analytics, system integration, artificial intelligence, blockchain, and cybersecurity. These components collectively revamp traditional processes into more efficient ones, utilizing digital advancements to improve productivity, customer service, and cost-effectiveness.

Identified are two influential factor groups: marketing and innovation. The research presents a model facilitating flexible, efficient, and competitive business processes. Implementing this model enables companies to enhance product and service quality, lower expenses, and elevate profitability. Essentially, it empowers businesses to adapt and thrive in the digital landscape while aligning with sustainability goals.

In essence, this research delineates the crucial elements and factors pivotal in the digital transformation of businesses, offering a model that steers companies towards enhanced efficiency, competitiveness, and profitability within the sustainable development framework.