STRATEGIC MANAGEMENT OF A COMPANY IN THE CONTEXT OF DIGITAL TRANSFORMATION: CHALLENGES AND OPPORTUNITIES FOR THE TRANSPORT INDUSTRY

The scientific article is devoted to the study of strategic management of transport companies in the context of digital transformation. Digitalization is an important factor in increasing business efficiency, but its implementation is accompanied by numerous challenges that affect management processes and the competitiveness of companies. The author solves a number of tasks, namely: analyzes the key challenges of digital transformation for transport companies, in particular the lack of qualified personnel, the need for significant investments in technology and internal resistance to change; explores the possibilities of using big data, artificial intelligence, process automation and digital platforms to improve management efficiency; assesses the prospects for implementing scenario and resource-oriented approaches in the strategic management of transport companies. The study confirms that the lack of a clear digital transformation strategy is one of the main barriers for enterprises in the transport sector. Fragmented implementation of digital solutions without a comprehensive strategic approach leads to a loss of competitive advantages and low efficiency of technological changes. Successful digitalization involves deep integration of innovations into all levels of a company's activities, from operational processes to corporate culture. The scientific article proposes a conceptual model of strategic management of digital changes in the transport industry, which includes the adaptation of business models, the use of a flexible approach to management (Agile management), the implementation of digital platforms and predictive analytics tools. Particular attention is paid to cybersecurity issues, since digital transformation is accompanied by risks of data loss and threats of unauthorized access to critical systems. The study concludes that a comprehensive approach to strategic management of digital changes is necessary, which will allow transport companies to increase the efficiency of logistics processes, reduce operating costs and ensure long-term competitiveness in a dynamic business environment.