Organizational and economic mechanism for adapting the enterprise’s marketing strategy in the digital environment

Problem setting. In modern economic conditions, the rapid development of digital technologies significantly influences the functioning of enterprises and transforms the foundations of strategic and operational management. One of the key challenges for businesses is the need to adapt their marketing strategies to the new realities of the digital environment, which include increasing competition, dynamic changes in consumer behavior, new channels of communication, and digitization of business processes. In such conditions, the issue of forming an organizational and economic mechanism that ensures effective adaptation of marketing strategies becomes especially relevant. This mechanism should allow enterprises to remain competitive, respond flexibly to market fluctuations, and effectively use digital tools to achieve their goals. Analysis of recent research and publications. Various aspects of enterprise marketing strategy development and digital transformation have been studied by many scholars. Noteworthy are the works of O. Bala, V. Ivatsyk, M. Bosovska, L. Bovsh, A. Okhrimenko, L. Kvasova, L. Kurbatska, D. Lozovyi, T. Knyazeva, O. Yarmolyuk, M. Kovbatyuk, and others. These researchers have examined issues of digital transformation in marketing, approaches to strategic planning, and enterprise entry into international markets. However, despite significant scientific achievements, insufficient attention has been paid to the formation of a holistic organizational and economic mechanism that ensures the adaptation of marketing strategies specifically under the conditions of digital transformation. Therefore, further research is needed to develop practical recommendations and tools that will enable enterprises to transform their marketing strategies efficiently in response to digital challenges. The target of the research is to develop a comprehensive organizational and economic mechanism for adapting the marketing strategy of an enterprise in a digital environment, which would ensure the integration of digital technologies into the strategic marketing management system, increase competitiveness, and create additional value for customers. Article’s main body. The article explores the theoretical and practical aspects of adapting an enterprise’s marketing strategy in the context of digital transformation. It is emphasized that such adaptation is not limited to the use of digital communication channels but involves deep structural and functional changes in the system of strategic marketing management. Based on the analysis of current digital trends, the authors identify the main directions of adaptation: personalization of marketing communications, use of big data and analytics, automation of marketing processes, implementation of CRM and ERP systems, and focus on customer experience (CX). The essence and structure of the organizational and economic mechanism for adaptation are substantiated, which includes the following components: goal-setting and strategic alignment; organizational support (teams, structure, competencies); economic provision (budgeting, investments in technology); digital infrastructure (platforms, tools, data systems); risk management; and monitoring and control systems. This mechanism is designed to be flexible, scalable, and oriented toward sustainable development in conditions of uncertainty and volatility. The role of leadership and corporate culture in ensuring effective adaptation is separately emphasized. The article analyzes the capabilities of digital platforms and cloud technologies that contribute to reducing transaction costs and increasing the speed of decision-making. The authors also consider the transformation of marketing functions, such as product policy, pricing, promotion, and distribution, through the lens of digital innovation. Additionally, the study proposes a phased approach to implementing the adaptation mechanism, including stages such as audit of the current strategy, digital maturity assessment, stakeholder engagement, selection of digital tools, pilot testing, scaling of best practices, and continuous improvement. Key performance indicators (KPIs) for monitoring the effectiveness of strategic adaptation are also discussed. Conclusions and prospects for development. The study concludes that effective adaptation of an enterprise’s marketing strategy in a digital environment requires a systematic approach that combines strategic foresight, organizational readiness, economic feasibility, and technological support. The proposed organizational and economic mechanism serves as a practical toolkit for enterprises aiming to increase their competitiveness and resilience under digital transformation. Prospects for further research include developing industry-specific adaptation models, studying the impact of artificial intelligence and machine learning on marketing strategy development, and forming benchmarks for digital maturity assessment. The practical value of the research lies in the ability of enterprises to use the proposed mechanism for real-time adjustment of their marketing strategies, improvement of customer interaction, and strengthening their position in both domestic and international markets.