NEW APPROACHES TO DEVELOPING A DIGITAL STRATEGY IN A DYNAMIC MARKET ENVIRONMENT

Abstract

This article examines the theoretical and practical aspects of developing a digital strategy in a dissipative market environment characterised by a high degree of uncertainty, non-linear development and the capacity for self-organisation. The relevance of the article’s topic stems from the rapid spread of digital transformation processes in the economy, the growing turbulence of the external environment, and the need for businesses to adapt swiftly to changes in consumer behaviour. The views of domestic scholars on this issue are analysed, and relevant conclusions are drawn. The role and significance of digital technologies in dissipative conditions are identified; these technologies act simultaneously as a catalyst for dissipative processes and a means of organisation, facilitating the system’s adaptation to new conditions. Within the scope of this study, the market is characterised as an open, unstable system that reacts sensitively to even the slightest fluctuations, which can trigger significant changes and create new conditions for strategic management decision-making. The essence of the concept of ‘digital strategy’ in the context of a dissipative market is clarified; it is interpreted as a dynamic and adaptive management system based on flexibility, integration, customer focus and the use of data. The article emphasises that an effective digital strategy should be built as a continuous process of iterative decision-making using digital technologies, analytical tools and consumer feedback systems, rather than as a rigid long-term plan. The key characteristics of a dissipative market are identified and analysed, including system openness, phenomena of turbulence, non-linear development processes and high variability in the behaviour of market participants. On this basis, the principles for developing a digital strategy were formulated: scalability, flexibility, standardisation, cost-effectiveness and independence. Particular emphasis was placed on the tools required to support digital strategies. The importance of CRM systems, big data analytics, artificial intelligence technologies, social media and omnichannel approaches is highlighted as key aspects of companies’ adaptation to dynamic changes in the market environment. It has been established that the use of such tools facilitates not only a rapid response to changes, but also the forecasting of consumer behaviour and the analysis of trends. The conclusions identify the main trends in the development of digital strategies, which are adaptable to the conditions of the modern marketing environment and the dissipative nature of markets.