Adaptability of entrepreneurial and commercial activity to changes in the economic environment through digital transformation

Abstract

This study aimed to assess the impact of digital transformation on entrepreneurial activity through the implementation of cutting-edge digital technologies. The research involved a review of key concepts of digital transformation in business, based on scholarly literature. Theoretical approaches to the digitalisation of enterprises were explored, identifying core technologies and strategies enabling the integration of digital tools into business processes to improve productivity and competitiveness. The study examined the types of digital tools employed in entrepreneurial activity, including Enterprise Resource Planning (ERP) systems for resource management, Customer Relationship Management (CRM) systems for client interaction, and tools for procurement automation and human resource management. Particular attention was given to cloud platforms such as Amazon Web Services (AWS), Microsoft Azure, and Google Cloud, which are used to ensure high availability and scalability of entrepreneurial systems, as well as to enhance the integration of various business functions. Barriers to the implementation of digital tools in enterprises were identified, including technological challenges, organisational obstacles, financial constraints, and human resource issues – particularly insufficient staff training and resistance to change. The study also examined the digital technologies utilised by the Ukrainian company Myronivsky Hliboproduct (MHP), notably the Systems, Applications, and Products in Data Processing (SAP) suite, which includes ERP, CRM, Ariba, Master Data Governance (MDG), and SuccessFactors. Key success factors and barriers to digital transformation at MHP were also identified, such as strategic planning, leadership support, organisational culture adaptation, high initial costs, and technical difficulties in system integration.