Development of digital corporate culture and digital communication tools as a factor of enterprise competitiveness enhancement

The article aims to substantiate the theoretical foundations and practical approaches to developing a digital corporate culture and implementing digital communication tools as key drivers of enterprise competitiveness. The research applies methods of analysis, synthesis, comparison, system and structural-functional approaches. The results demonstrate that integrating digital platforms (Microsoft Teams, Google Workspace, Telegram, Trello), HR analytics, and online learning significantly improves internal communication efficiency, accelerates decision-making, enhances team engagement, and strengthens innovation potential. Additionally, the study reveals that the transition to hybrid and remote work formats reinforces the relevance of digital corporate standards, requiring enterprises to rethink communication protocols, workflow transparency, and employee support systems. Digital corporate culture is a determinant of an enterprise’s adaptability, influencing its responsiveness to market changes and its ability to implement new business models. The scientific novelty lies in clarifying the role of digital corporate culture as a strategic factor that shapes organizational flexibility, promotes data-driven management, and fosters innovation. It also expands the understanding of how digital tools support corporate values, employee motivation, and cross-functional collaboration. The practical significance of the study lies in the potential to apply the proposed approaches to modernize communication systems, increase employee productivity, and develop an adaptive management environment. Prospects for further research involve assessing the effectiveness of digital analytical tools in shaping corporate culture and exploring their impact on long-term enterprise development. Keywords: digital corporate culture, digital communications, HR analytics, digital transformation, innovation, competitiveness, leadership, personnel.