DIGITALIZATION AND STRATEGIC FLEXIBILITY – A RECIPE FOR DEVELOPING INNOVATIVE BUSINESS GROWTH STRATEGIES

The aim of the research is to study the impact of digitalization and strategic flexibility on the development of innovative business development strategies of modern companies. Digitalization is closely intertwined with strategic flexibility, forming opportunities for the introduction of new technologies and serving as the basis for business development. This ensures faster identification of problems and modification of resource requirements due to timely response to changes in the external business environment and breaks the relevance of further research towards the implementation of the research goal. Analysis of the content of scientific works of scientists revealed insufficient attention to the study of the relationship between digitalization and strategic flexibility as the basis for solving strategic tasks of business development. The feasibility of digital transformations in the field of strategic management is determined in the work. The conceptual relationships of digitalization, strategic flexibility and business development are disclosed. The purpose of Business Model Canvas for business development is summarized. The matrix of choosing innovative strategies for business development has been proposed, taking into account the digitalization trajectory and the level of business flexibility, which will ensure its sustainable development in the future.