DIGITAL TRANSFORMATION AS A DRIVER OF COMPETITIVENESS OF ENTERPRISES IN CONDITIONS OF ECONOMIC INSTABILITY

Authors

  • Andrii Lisnyi postgraduate student at the department of international tourism and hotel business, West Ukrainian National University, Ternopil

DOI:

https://doi.org/10.37332/

Keywords:

enterprise, war, cloud technologies, automation, artificial intelligence, digital economy

Abstract

Lisnyi A.Ya.  DIGITAL TRANSFORMATION AS A DRIVER OF COMPETITIVENESS OF ENTERPRISES IN CONDITIONS OF ECONOMIC INSTABILITY

Purpose. The aim of the article is a comprehensive assessment of the digital transformation of Ukrainian enterprises as a key factor in ensuring their competitiveness in conditions of economic instability and martial law.

Methodology of research. General scientific and special methods were used in the research process, in particular: induction and deduction – at the stage of collecting, systematizing and processing the necessary information; tabular – for a visual presentation of systematized information, abstract and logical – for the formation of theoretical conclusions. The information basis of the research was statistical data of the State Statistics Service of Ukraine for 2018–2024.

Findings. As a result of the study, an analytical review of the current state of digital transformation of Ukrainian enterprises in conditions of war was carried out, key digital tools used in business (AI, Big Data, cloud technologies, etc.) were summarized, and the prevailing directions of digitalization in Ukraine were identified. Based on official statistics of the State Statistics Service for 2018–2024, a quantitative analysis of the level of access of enterprises to the Internet, the use of cloud services, social media, big data analytics, and artificial intelligence was conducted. It is shown that despite the reduction in the total number of enterprises, the share of those implementing digital tools is growing. Special attention is paid to sectors in which digitalization has the greatest impact on maintaining the functioning of enterprises, in particular in the field of production and trade.

Originality. For the first time, the work combines quantitative analysis of digitalization indicators with examples of real business functioning during the war, which made it possible to substantiate the conclusion about digital transformation as a tool for ensuring the stability and adaptability of enterprises.

Practical value. The results can be used to formulate recommendations on the policy of digital support for business in emergency situations, as well as in the development of strategies for the digital transformation of enterprises in the post-war period.

Key words: enterprise, war, cloud technologies, automation, artificial intelligence, digital economy.

References

1. Pichkurova, Z. (2023), “Development of Ukraine’s digital economy under martial law”, Ekonomika ta suspilstvo, Issue no. 58, DOI: https://doi.org/10.32782/2524-0072/2023-58-73.

2. Yevtushenko, N. and Stetsenko, D. (2024), “Digital transformation of business in Ukraine during wartime: challenges and opportunities”, Efektyvna ekonomika, no. 191, DOI: https://doi.org/10.32782/2224-6282/191-34.

3. Kolodiziev, O., Shcherbak, V., Kostyshyna, T., Krupka, M., Riabovolyk, T., Androshchuk, I., Kravchuk, N. (2024), Digital transformation as a tool for creating an inclusive economy in Ukraine during wartime / Problems and Perspectives in Management, Volume 22, Issue 3, pp. 440-457, DOI: http://dx.doi.org/10.21511/ppm.22(3).2024.34

4. Siruk, O. (2024), “Business digitalization and its impact on competitiveness of trade enterprises”, Ekonomika ta suspilstvo, Issue no. 66, DOI: https://doi.org/10.32782/2524-0072/2024-66-85.

5. Pushkar, T., Sobolieva, H. and Slavuta, O. (2023), “Digitalization as a factor in ensuring enterprise competitiveness”, Stalyi rozvytok ekonomiky, no. 2(47), pp. 165-170, DOI: https://doi.org/10.32782/2308-1988/2023-47-24.

6. Kotelnykova, Yu.M. (2022), “Improving enterprise competitiveness in conditions of digitalization”, Innovation and Sustainability, no. 4, pp. 101-108, DOI: https://doi.org/10.31649/ins.2022.4.101.108.

7. Kravchenko, O. and Zinchenko, A. (2025), “Digitalization and social responsibility: Influence on enterprise competitiveness”, Efektyvna ekonomika, no. 201, pp. 92-95, DOI: https://doi.org/10.30838/EP.201.92-95.

8. Holoborodko, A.Yu. (2022), “Digital economy: Approaches and development specifics”, Biznes Inform, no. 9, pp. 10-18, DOI: https://doi.org/10.32983/2222-4459-2022-9-10-18.

9. Halushchak, O.Ya., Halushchak, M.M. and Mashlii, H.P. (2023), “Digitalization in Ukraine: evolutionary transformations”, Halytskyi ekonomichnyi visnyk, Vol. 81, no. 2, pp. 155-163, available at: http://elartu.tntu.edu.ua/handle/lib/41209 (access date February 20, 2025).

10. State Statistics Service of Ukraine (2024), “Use of ICT in enterprises, 2018–2024”, available at: https://ukrstat.gov.ua/operativ/operativ2018/zv/ikt/arh_ikt_u.html (access date February 20, 2025).

11. Fraunhofer IFF (2025), “Rebuilding Ukraine, Part 2: Digitalization as a Key for the Future – Technologies, Small and Medium Enterprises, and the Labor Market”, available at: https://www.iff.fraunhofer.de/en/news-fraunhoferiff/events/2025/rebuilding-ukraine-part-2.html (access date February 20, 2025).

12. EU4Digital (2024), “Automation in challenging times: APPAU is shaping Ukraine’s Industry 4.0”, available at: https://eufordigital.eu/automation-in-challenging-times-appau-is-shaping-ukraines-industry-4-0/ (access date February 20, 2025).

13. Havryliuk, Yu. (2023), “E-commerce market during the war”, 3rd International Conference on Relationship between Public Administration and Business Entities Management (RPABM) : Book of abstracts, pp. 135-136, DOI: https://doi.org/10.36690/RPABM-2023.

14. E-commerce: how the market has changed in 2024 (2024), available at: https://thepage.ua/ua/news/e-commerce-yak-zminivsya-rinok-za-2024-rik (access date February 20, 2025).

15. How much do Ukrainians spend on online purchases — research (2025), available at: https://life.liga.net/poyasnennya/news/skilky-ukraintsi-vytrachaiut-na-onlayn-pokupky-doslidzhennia (access date February 28, 2025).

16. The online business rating in 2023 is headed by Rozetka – UAH 45 billion in revenue (2024), available at: https://skilky-skilky.info/reytynh-onlayn-biznesu-u-2023-rotsi-rozetka-otrymala-45-mlrd-hrn-vytorhu/ (access date March 23, 2025).

17. Ministry of Digital Transformation of Ukraine (2024), “Results of Diia.Business in 2023: Development of the Ukrainian entrepreneurial ecosystem during the war”, available at: https://thedigital.gov.ua/news/rezultati-diyabiznes-u-2023-rotsi-rozvitok-ukrainskoi-pidpriemnitskoi-ekosistemi-v-umovakh-viyni (access date February 20, 2025).

18. Reuters (2024), “How 1,000 days of conflict fuelled robot wars between Russia and Ukraine”, available at: https://www.reuters.com/world/europe/how-1000-days-conflict-fuelled-robot-wars-between-russia-ukraine-2024-11-18/#:~:text=as%20anti,artificial%20intelligence (access date February 20, 2025).

19. Safe Pro Group (2024), “AI-powered drones demine Ukraine farmlands”, available at: https://safeprogroup.com/in-the-news-ai-powered-drones-demine-ukraine-farmlands/ (access date: February 20, 2025).

20. Diia.Business (2023), “State and needs of business in wartime: Results of the January 2023 survey”, available at: https://business.diia.gov.ua/analytics/research/stan-ta-potreby-biznesu-v-umovakh-viiny-rezultaty-opytuvannia-v-sichni-2023-roku (access date: February 20, 2025).

Downloads

Published

2025-06-30

Issue

No. 2 (2025): INNOVATIVE ECONOMY

Section

Статті

License

Open-access articles (open-access journals)

Authors whose articles are published in open-access retain all rights to the content of the articles.

Open access articles are committed to be published under Creative Commons Attribution (CC BY) 4.0. This license allows others to distribute, edit, correct and build upon your work, even commercially, as long as they indicate your authorship. Detailed information at Creative Commons site: https://creativecommons.org/licenses/by/4.0/

Permissions for open-access journals

If the article is published in open-access under CC BY 4.0 or CC BY-NC 4.0 (which was possible till the 15th of December, 2018) licenses, users may reproduce it in accordance with their terms.

Additionally, if the article had been published under CC BY-NC 4.0 (this license authorizes others to download your works and share them with others as long as they indicate your authorship, but they can’t use them commercially in any case.), the use for the following commercial purposes requires permission:

– reproduction of content in a work or product intended for sale;

– reproduction in presentations, brochures or other marketing materials used for commercial purposes;

– distribution of the content to promote or market a person, product, course, service or organization;

– text and data mining for the purpose of creating a saleable product or product which benefits from promotional or advertising revenue;

– use of the content by a commercial entity or individual for the purposes of remuneration, directly or indirectly through sale, licensing, promotion or advertising;

– linking to the content (in an email, webpage, portable electronic device or otherwise) for the specific purpose of marketing or advertising a person, product, course, service or organization for commercial benefit.

For further details and permission requests, please contact.

How to Cite

“DIGITAL TRANSFORMATION AS A DRIVER OF COMPETITIVENESS OF ENTERPRISES IN CONDITIONS OF ECONOMIC INSTABILITY”. INNOVATIVE ECONOMY, no. 2, June 2025, pp. 120-7, https://doi.org/10.37332/.