INTEGRATION OF DIGITAL TECHNOLOGIES INTO THE DECISION-MAKING PROCESS OF TRADE ENTERPRISES: OPPORTUNITIES, APPLICATION POTENTIAL, AND CHALLENGES

Abstract

The research offers a comprehensive analysis of the opportunities, challenges, and potential benefits of integrating digital technologies into the decision-making processes of trade enterprises. It is argued that digitalization processes in management transform the traditional logic of decision-making, as trade enterprises increasingly shift toward data-driven management models. It is emphasised that the use of digital tools in the decision-making process improves the overall quality of managerial decisions. Theoretical approaches to defining the essence of a managerial decision are summarized. A managerial decision is proposed to be understood as both the process and the outcome of selecting the most optimal option from existing alternatives aimed at achieving defined enterprise objectives and addressing current or potential problems encountered in the course of its operations. It is clarified that the positive effects of integrating digital solutions into the decision-making process are based on economic, operational, informational, and strategic advantages. It is determined that future business decision-making practice will be inseparably linked to the integration of digital technologies into this process, as they provide enterprises with advantages that are not attainable through the use of traditional management approaches alone. It is concluded that future business decision-making will be closely linked to the integration of digital technologies, as they provide enterprises with advantages that cannot be achieved through traditional management approaches alone. Future business decision-making is expected to be closely linked to the integration of digital technologies, as they provide enterprises with advantages that cannot be achieved through traditional management approaches alone. Groups of internal and external factors influencing the decision of trade enterprises to integrate digital technologies into the decision-making process have been identified. The essence of a set of digital technologies that can be used for managerial decision-making in trade enterprises is defined. It is proposed to understand this as a set of tools actually used by an enterprise for collecting, processing, storing, analysing, and interpreting data to make the most effective decisions in the field of commercial activity. A distinction is proposed between a basic and a specific set of digital solutions. The key stages of the decision-making process in trade enterprises are identified and substantiated, and the appropriate set of digital tools for use at each stage is also specified. Barriers that a trade enterprise may encounter when implementing a new decision-making system have been outlined.