Digital Economy in Competitiveness of Modern Companies

Abstract

The paper considers the main problems of introduction of digital economy technologies to activities of companies in order to create their sustainable competitive advantage. Technologies and tools of the digital economy compel companies to reconceive customary standards of doing business and traditional business processes. Digital ecosystems and innovative business models are coming to the forefront. In a number of industries and scopes of activities, including the company’s retail network, modern consumers value convenience and environmental friendliness. They demand personalized approach and seek to save their time. The need for being aware of the latest technological trends and using every opportunity to make their businesses more efficient and competitive forces retailers to develop their own competence in the field of designing and introduction of the digital economy solutions. The choice of digital economy technologies in network retail is defined by financial capabilities of companies, the expected effect of the solution introduced, the level of technological development in the industry (country), the skill level of personnel, the process of organizing of introduction. The scientific article discusses the main changes and characteristics of the competitive environment of modern companies in the context of the digital economy. The paper provides the main solutions and objectives of the introduction of digital economy technologies in the company of network retail, as well as recommendations for their development in order to improve competitiveness and meet the needs of consumers of network companies.