DIGITALISATION AND INNOVATIVE DEVELOPMENT OF THE ENTERPRISE: TRENDS, CHALLENGES AND PROSPECTS

Abstract

The article examines topical issues of innovative activities of enterprises in the context of digitalisation of society, which is taking place with the introduction of new digital technologies and innovations that allow increasing the competitiveness and efficiency of business processes, improving the quality of goods and services, meeting the growing needs and requirements of consumers, etc. The purpose of the article is to study the main problems and prospects for introducing innovations in the context of digitalization, and the peculiarities of interaction between these processes. The study found that the introduction of new digital technologies is one of the ways to increase the efficiency and competitiveness of enterprises, their flexibility and adaptability, since the use of digital tools accelerates the adoption of optimal management decisions, allows for real-time response to various market changes, and more fully meets the changing expectations of customers, which in turn creates new competitive opportunities for business. It is found that innovation activity is a prerequisite for the successful adaptation of an enterprise in the context of digitalization to new economic conditions. It is found that innovation processes and digital transformation are interrelated and complementary. On the one hand, digital changes are carried out with the participation of new digital technologies, on the other hand, digitalization has a significant impact on the innovation activities of enterprises, providing them with digital tools for innovation. The positive effects of digitalization on the innovation activities of enterprises are determined. The main obstacles to the introduction of innovations in the context of digitalization and the дарської діяльності або виробництва, прий-маючи рішення щодо його розширення, Therefore, the problem of coherence between innovation and risk management is important, which requires balanced management decisions in this direction. The main components of minimizing the risks of introducing new digital innovations are considered. It is concluded that in the context of digitalization, the use of a systematic approach is a prerequisite for making effective management decisions on the innovative development of an enterprise and overcoming obstacles to the implementation of digital innovations. Further research can be aimed at analyzing and evaluating the effectiveness of the introduction of new digital technologies by domestic enterprises and promising directions for their innovative development.