SYNERGY OF STRATEGIC MANAGEMENT AND INNOVATION FOR ENTERPRISE DEVELOPMENT IN THE DIGITAL ECONOMY
Abstract
In the modern digital economy, enterprises face increasing challenges that demand new management approaches focused on rapid adaptation and the implementation of innovations. Given the dynamic development of technology and rapid changes in the market environment, businesses must seek synergy between management processes and innovation. Strategic management that incorporates an innovative approach allows companies to adapt more quickly to new technological trends and changes in consumer behavior. This article examines the significance of such a combination for ensuring business resilience and achieving competitive advantage. The main focus is on how the integration of innovative solutions into strategic management fosters the creation of adaptive and scalable business models that meet the demands of the digital era. The article aims to demonstrate how the integration of innovative approaches into strategic management can enhance business flexibility, facilitate rapid adaptation to market changes, and improve the efficiency of business models. A comprehensive set of research methods, including theoretical analysis, comparison, case studies, and synthesis, has been applied in the article to systematize approaches to strategic management in the digital economy, analyze management models, study practical examples, and develop recommendations for the integration of innovations. The study considers the impact of digital technologies such as artificial intelligence, the Internet of Things, and blockchain on business processes and enterprise strategies. An analysis of major companies, such as Amazon and Alibaba, demonstrates how they leverage the synergistic effect between innovation and strategic management to strengthen their competitive positions. Based on case studies and literature analysis, it is shown that integrating innovations into strategic management can reduce product development time, improve operational efficiency, and ensure more flexible responses to market changes. Thus, the article emphasizes the importance of synergy between strategic management and innovation as a means of ensuring sustainable enterprise development in the digital economy. This approach is a necessary tool for building a resilient and adaptive business model that meets the challenges of the modern world. The practical value of this article lies in systematizing knowledge and identifying the key aspects of the synergy between strategic management and innovation in the context of the digital economy.
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