MANAGEMENT OF DIGITAL TRANSFORMATION OF A COMMERCIAL ORGANIZATION BASED ON AN INTEGRATED STRUCTURAL-FUNCTIONAL APPROACH

Author(s): Veretyokhin A.V.

Rubric: Management

DOI: 10.21777/2587-554X-2023-1-85-90

Release: 2023-1 (44)

Pages: 85-90

Keywords: development management, management of organization, digital transformation, digitalization, commercial organization, structural and functional approach, management model

Annotation: In today’s global digital environment, commercial organizations are digitally transforming themselves to remain competitive and increase their success. However, digitalization is a rather complex process. According to consulting companies less than 30 percent of companies’ strategic digital initiatives are successful. At the same time, reasonable and rationally conducted digitalization can have a positive impact on financial metrics. The purpose of the article is to consider the management system of digital transformations of a commercial organization using an integrated structural and functional approach involving the allocation of system elements and the connections between them. The paper outlines certain theoretical provisions of the approach, which are important for the commercial organization management. The analysis of digital transformation practices showed the lack of this process thoughtfulness. Sometimes companies ignore both the individual elements of the management system (e.g., objectives, strategy), and their connections. The study substantiates the need to construct a management system for digital transformations of a commercial organization based on an integrated structural and functional approach, and also presents the corresponding author’s management model.

Bibliography: Veretyokhin A.V. MANAGEMENT OF DIGITAL TRANSFORMATION OF A COMMERCIAL ORGANIZATION BASED ON AN INTEGRATED STRUCTURAL-FUNCTIONAL APPROACH // Economics and Management. – 2023. – № 1 (44). – С. 85-90. doi: 10.21777/2587-554X-2023-1-85-90