Reframing strategic management of enterprise development in the digital environment: stages and tools

Digital economy: theory and practice

The necessity to reimagine and develop the strategic management methodology and tools for the enterprise development in the digital environment is substantiated. The main areas of necessary changes are identified: abandoning the calendar approach to planning, taking into account the consequences of the destruction of industry boundaries by ecosystems, and increasing the flexibility of the strategy, which requires a different approach to the analysis and strategic decision-making. As modern trends in the development of strategic management, the following are highlighted: expanding the range of analyzed factors, studying their relationship and mutual influence, increasing the role of analysis of weak signals, technological scanning, event and scenario approaches to planning, updating the mission and vision, their ambition, convergence of long-term and medium-term planning horizons, building a digital strategy roadmap as one of the ways to increase its flexibility. The knowledge and experience accumulated in the field of digital transformation are valuable resources in determining the goals and development trajectory of a particular enterprise. However, their diversity and lack of systematization make it difficult to make strategically coordinated and justified decisions. Therefore, the purpose of this work is to highlight the key trends in reframing the strategic management of the transformation of enterprises in the digital environment and developing a navigator for traditional, adapted and new management methods and tools in accordance with the stages of the digital transformation process. A landscape of digital transformation strategy has been built, generalized recommendations have been formed regarding navigation through the presented methods and tools. As a way to increase the flexibility of an enterprise development strategy in the digital environment, it is proposed to form a minimum viable strategy based on the definition of strategic priorities and the subsequent formation of a development trajectory in the format of flexible roadmaps. The requirements for strategic priorities are highlighted, the features of developing a system of key indicators for evaluating and monitoring the results of digital transformations are noted. A methodology has been developed for identifying and evaluating strategic priorities for the development of an enterprise in a digital environment, the distinctive features of which are the use of analytical indicators, matrix clustering and conjugation of management horizons. The market potential and commercial readiness of the chosen development option (product, service, technology), the likelihood of changes in key forecasting factors and the degree of scalability of the expected results were used as analytical indicators at different stages of the assessment. The proposed methodology will allow to form and adjust the system of strategic priorities of the enterprise as the basis of its development strategy in the digital environment.