DIGITALIZATION AS A FACTOR OF DEVELOPMENT AND IMPROVEMENT OF THE COMPETITIVENESS OF ENTERPRISES IN A CHANGING MARKET ENVIRONMENT

Today, there is a rapid development of innovations, new innovative products, software, information technologies and there is a need to study the digital technology market by business entities. It is important for enterprises to study the experience of foreign and domestic companies, the features of digitalization. It is found that digitalization is a fundamental process of transformation in the structure of the world economy, the development of industries, domestic enterprises. The study shows that in the context of intensifying competition in the markets for products, enterprises need to develop new products, new approaches to doing business. It is digitalization at enterprises that makes it possible to form new approaches to doing business, promotes innovative development and the use of digital technologies in production processes, the introduction of software to increase the competitiveness of enterprises, the quality of development and management decisions, automation of production, increase in profitability and minimization of costs. However, the implementation of digitalization at enterprises requires sufficient financial resources and effective management. Digitalization plays a decisive role in the formation of competitive advantages of enterprises. The concept of “digitalization” as an integral component of the competitiveness of the Ukrainian economy and individual domestic enterprises in the world market is investigated. The level of digitalization and introduction of the latest technologies in Ukraine on the basis of the Networked Readiness Index and at enterprises is assessed. The analysis of the level of digitalization at enterprises on the example of the use of domestic digital products is carried out. The problems that arise in the process of digitalization are identified and proposals for the development and improvement of the competitiveness of enterprises through the use of information and communication technologies are formed, which will ensure not only the formation of competitive advantages, but also the improvement of the results of financial and economic activity.


Statement of the problem
Over the past few years, there have been significant changes in the technology market, as new information technologies and software are emerging, the use of which greatly facilitates the work of enterprises.In addition, the digital economy is in a state of constant development, as artificial intelligence, virtual reality, blockchain and other technologies are developing.Enterprises need to study the experience of foreign companies, implement best practices in the direction of digitalization, use information and communication technologies not only to automate work, but also to create competitive advantages.Digitalization of enterprises is an important factor in increasing competitiveness, innovative development and guarantees successful financial and economic activity.Therefore, enterprises are forced to introduce digital technologies, become more active on the global Internet due to the growing level of competition.
In the future, digital technologies will play an increasing role in the production processes of enterprises.Accordingly, there is a need for constant research of information and communication technologies, evaluation of the effectiveness and feasibility of their use and further implementation in enterprises.The issues of assessing the level of use of domestic digital products at enterprises and determining the prospects for increasing the competitiveness of enterprises through digitalization remain unexplored.

Objectives of the article
The article is aimed at analyzing the approaches of scientists to defining the definition of "digitalization"; studying the level of digitalization and introduction of the latest technologies in Ukraine on the basis of the Networked Readiness Index (an indicator of the development of information and communication technologies (ICT)) and at enterprises; assessing the level of use of domestic digital products at enterprises; formulating proposals for the development and competitiveness of enterprises.

The main material of the research
In today's conditions, there is a rapid development of digitalization, new information and communication technologies are emerging and at the same time the level of competition in the markets is increasing.The implementation of digitalization of enterprises, the use of information and communication technologies allows to form competitive advantages, increase competitiveness, ensure innovative development, improve information policy, modernize production, and determine the directions of development.Accordingly, most enterprises are trying to start the process of digitalization for successful development in the future, establishing the process of doing business, and increasing financial performance.
Therefore, enterprises are making significant efforts to adapt to the "new reality" and successfully compete in international markets.Digitalization in business today has become perhaps the most important condition for business success.
"Digitalization -the massive adoption of connected digital services by consumers, businesses and governments -has become a key economic driver of growth and job creation in recent years" [3].In the current global economic environment, digitalization plays an important role in helping policymakers stimulate economic growth and employment.According to an econometric analysis conducted by Strategy& and despite the unfavorable global economic climate, digitization has boosted global economic output by $193 billion and created 6 million jobs worldwide in 2021 [17].
ISSN Print 2786-5150 ISSN Online 2786-5169 generate income and increase the competitiveness of the company in the modern market" [9].
In the Ukrainian scientific literature, there are several possible interpretations of the concept of "digitalization", for example, Hrybinenko O.M. considers digitalization, first of all, "the process of transformation of economic processes and the introduction of digital technologies, which leads to the automation of production processes and further increase in the efficiency of the enterprise" [1].In turn, Semylitko D. emphasizes that "the process of digitalization is the transition of the enterprise to new forms and ways of doing business, including mobile and digital technologies, the use of social networks, changing the style of management and the introduction of new business models" [11].
It should be noted that digitalization can be considered as a technological shock that affects the main economic results through competition, productivity and employment, as well as through interaction with institutions and governance.Digital technologies also change the way companies do business and interact with their customers and suppliers.
The issue of digitalization of the economy is gaining relevance not only in Ukraine but also at the international level.In order to calculate key indicators of informatization and digitalization of the economy, a number of different ratings have been formed in the world, among which the following can be distinguished: 1) Networked Readiness Index (indicators of the development of information and communication technologies (ICT); 2) Global Innovation Index (indicators of the effectiveness of the introduction of innovative technologies); 3) ICT Development Index (indicators of the effectiveness of the implemented ICT); 4) Global Competitiveness Index (indicators of competitiveness of the national economic system) [19].
Indicators of the development of information and communication technologies (ICT) of the World Economic Forum show how well the economy uses information and communication technologies to increase competitiveness and welfare of the population.
The world is approaching the Fourth Industrial Revolution, which is marked by a transition to a new set of systems that combine digital, biological and physical technologies in new and powerful combinations.It is the Networked Readiness Index that shows how each country is prepared to take advantage of the transition and how it can cope with the new challenges.
The Networked Readiness Index is based on a wide range of information.Data for it is collected from international agencies such as the International Telecommunication Union, UNESCO, UN agencies and the World Bank.Additional indicators are obtained from the World Economic Forum's Executive Opinion Survey, in which more than 14,000 CEOs from more than 140 countries participated [16].
It should be noted that the economic power and resilience of a country does not always reflect its network readiness, as the top 10 Asian countries show that while Singapore leads the world, China is ranked only four places higher than Sri Lanka.
Companies are facing growing market pressure, challenges of the modern world, which requires constant innovation.Seven countries can be distinguished in terms of the economic impact of their corporate digitalization: Finland, Switzerland, Sweden, Israel, Singapore, the Netherlands and the United States.These countries have a very high level of information technology adoption in business.
Businesses and governments are losing the opportunity to meet the rapidly growing digitalization needs of the population.The demand for digital goods and services from the global consumer base is met by a relatively small number of companies.Businesses need to step up and implement digital technologies to take their share of the market.
Let's analyze the indicators and place in the Networked Readiness Index (NRI) rating of Ukraine for 2021 (Table 1).The NRI Index is a summary indicator that includes a fairly large number of indicators of the state of the country's ICT, including: mobile tariffs and phone prices; household access to broadband Internet; Internet access in schools and other educational institutions; development of mobile applications [18].
In 2021, Ukraine ranked 53rd out of 130 countries included in the ranking.It can be seen that Ukraine's strength is associated with the "influence" indicator, according to which the country ranks 42nd in the overall ranking and received a score of 46,73.At the same time, the greatest room for improvement relates to the "governance" indicator, where Ukraine ranks 57th in the ranking and received a score of 58,93.
The indicator "technology" is aimed at assessing the level of technology in Ukraine, which is a prerequisite for the country's participation in the global economy.
Ukraine received a score of 49,20 and took 50th place.It can be seen that the increase in the ranking is hampered by the sub-component "access" and this indicates the existing problems with the population's access to the Internet, insufficient infrastructure for the digitalization of enterprises, problems with computer equipment.
According to the "people" indicator, Ukraine ranked 48th in the 2021 ranking and received a score of 54,29.This indicator indicates a high level of personnel qualification, education of the population and the ability of Ukrainians to keep up with the world.
The "governance" indicator is also important, which can be used to determine the security of firms in the context of the network economy, regulation and digital inclusion.In 2021, the indicator was the lowest for Ukraine -57th place among 130 countries and received a score of 58,93.
According to the "Networked Readiness Index 2020", Ukraine ranks 1st among lower-middle income countries, as it scores higher in each of the four components than the average for the group of countries with the same income level.At the sub-component level, it also scores higher than the average for lower-middle income countries.Among European countries, Ukraine ranks 34th in the "Networked Readiness Index 2020", lagging behind its region in each of the four main components [18].
Considering the issue of digitalization, it is worth noting the flagship digital project of the Ukrainian government "Diia".Diia is a modern application that acts as a platform for obtaining public services and a place to store digital versions of official documents.For the first time in the world, digital passports and driver's licenses have the same legal status as paper originals, which was a salvation for millions of citizens who crossed the borders of Ukraine during the war [4].
The motto of the platform is "a state that helps, not hinders" [4].At the end of 2021, 13 million people were registered on the "Diia" platform (one third of the country's 44 million population) and in 2020, 6,7 million Ukrainians used the application, and in 2022 this figure increased to 22 million.The "Diia" platform provides more than seventy services, including useful services for businesses.By registering and filling out the form, you can open a sole proprietorship and close it in one click.On the new special portal "Diia Business" you can get the necessary analytical information on the market, request consulting services that will help you make the most effective management decision.Since 2021, the developers have added the ability for entrepreneurs to pay taxes.Such a service is available exclusively for sole proprietors of the 1st and 3rd groups who do not have employees, do not pay VAT, have not changed their taxation group since the beginning of 2021 and are not in the process of terminating their business [4].The breakthrough service was the formation of an electronic signature, which can be done by purchasing a qualified electronic signature certificate [5].
In Ukraine, digitalization is typical and widespread in all sectors of the economy where there is interaction with the consumer.In particular, the introduction of digital technologies is taking place in the banking sector, where Internet banking is used (PrivatBank, Raiffeisen Bank, as well as Monobank, which is generally an Internet bank and does not have its own branches to serve customers) [13].
The COVID-19 epidemic has become a test for most enterprises, because in a short time it was necessary to transform into a digital format and adapt their employees to innovations in the organization.Some companies do not have time to adapt and lose their competitive position in the market and are therefore displaced.Ukraine is creating all conditions for the development of technical innovations, digitalization, which is a prospect for the future of infrastructure and the energy sector.
The largest private energy company in Ukraine, "DTEK Energy", has created special digital technologies for mines.Due to the hazardous mining and geological conditions in many mines in the country, the company has engaged in digital transformation.In 2019, active work began on a project called "Modus" [6].This project provided for a complete digital transformation of one of the mines in Ukraine (its name is "Yubileynaya").
The transformation took place in several stages.The first stage of transformation was to create contact between workers underground and workers on the surface.Therefore, 130 km of cable was laid along the perimeter of the entire mine, which will allow uninterrupted work in the Internet using the Wi-Fi system.On 130 km, 120 communication sensors were installed and more than 400 access points were created [6].The next step was the installation of beacons, "smart" lamps and online surveillance cameras.
The beacons work on the Bluetooth system and this allowed to solve the issue of employee positioning.This is especially important in the context of security and in the event of an emergency.Smart lamps, which were installed on 1500 miners' helmets, can not only illuminate, but also record and transmit in real time to the dispatcher of the "Yubileynaya" mine where the employee is located [6].
Online monitoring allows to control coal production without human intervention.The system determines the quantity and quality of coal.In the future, "DTEK Energy" plans to create similar digital mines in other regions of the country [12].
Today in Ukraine there is a need to join the European programs of digitalization and digital transformation of business.Noteworthy is the desire of European countries to increase the level of use of cloud settlement services by national companies; the growth of the level of digital intensity of small and medium-sized businesses with indicators of involvement in the digitalization processes of 90 % of these economic entities; the growth of private companies that reach a capitalization of $1 billion and above twice.The growth of private companies that reach a capitalization of USD1 billion and above has doubled.These promising directions of development are reflected in the provisions of "2030 Digital Compass: the European way for the Digital Decade" [15].
A good example of digitalization and the introduction of digital technologies in the domestic market is 3D-printing.Enterprises can already pay attention to the benefits that this technology offers to increase efficiency and sustainable development.In particular, 3D-printing is changing the ISSN Print 2786-5150 ISSN Online 2786-5169 rules of the game for healthy and environmentally friendly industry around the world.
Ukraine has a developed 3D-printing industry that can compete with foreign companies.Among the most popular representatives of the 3D-printing segment is the domestic company "Infomir 3D Printing", which specializes in the manufacture of parts for automakers and medical equipment."TitanEra" manufactures components for the aerospace industry and has its own line of titanium powder products.Not far behind is the Ukrainian startup "Additive Laser Technology", which has a technology for the production of parts from complex metals and is engaged in the manufacture of titanium implants and individual parts for aircraft engines [14].
Let us consider and evaluate the indicators of digitalization at Ukrainian enterprises (Table 2).
Analyzing the data presented in Table 2, it can be seen that the number of enterprises that carried out e-commerce during 2020 compared to 2019 significantly increased among enterprises engaged in the processing industry by 23, engaged in information and telecommunications activities by 12.In turn, among enterprises engaged Source: compiled by the authors on the basis [2] in professional, scientific and technical activities and activities in the field of administrative and support services, there is a decrease in the number of enterprises engaged in e-commerce by 3.
There is a positive trend of increasing the volume of sold products (goods, services) received from electronic commerce among all types of activities.The largest increase in the volume of products sold during 2020 compared to 2019 occurred in the processing industry by UAH 4 720 866,3 thousand, in wholesale and retail trade; repair of motor vehicles and motorcycles by UAH 40 700 668,6 thousand and enterprises specializing in real estate transactions by UAH 402 898,4 thousand.
The share of the number of enterprises that conducted training in the field of ICT in the total number of enterprises by activity increased during 2020 compared to 2019 among information and telecommunications enterprises by 2,9 % and among enterprises specializing in real estate operations by 11,1 %, a negative trend is observed among enterprises supplying electricity, gas, steam and air conditioning, where a decrease in ICT training by 0,8 % was recorded.
3D-printing technology in 2020 prevailed among manufacturing enterprises, where an increase of 0,2 % was recorded, as well as among temporary accommodation and catering enterprises by 0,1 %.
The dynamics of the Internet usage rate at Ukrainian enterprises was also analyzed (Table 3).
After analyzing the statistics presented in Table 3, we can conclude that as of 2021, the number of enterprises with access to the Internet has significantly increased.The construction sector was noted, where an increase was recorded during 2021 compared to 2019 by 258 companies, as well as enterprises related to activities in the field of administrative and support services -by 125 companies, the number of enterprises with Internet access in the field of wholesale and retail trade decreased by 112 companies.
Based on the second indicator, the number of employed workers with access to the Internet, it is growing during 2021.In particular, during 2021, compared to 2019, an increase was recorded in the field of information and telecommunications by 14691 people; professional, scientific and technical activities -2008 people; in the field of electricity, gas and steam supply, there is a significant decrease in the number of people with access to the Internet -by 1004 people.The share of the number of enterprises using fixed Internet access during 2021 shows a positive trend.In general, in 2021 compared to 2019, the most active increase is in the field of real estate transactions (by 401,3 %) and in the field of wholesale and retail trade; repair of motor vehicles (by 3,5 %), a decrease in the indicator was recorded in the supply of electricity, gas and steam (by 3,6 %).
The share of the number of enterprises that have a website as of 2021 has remained almost unchanged and compared to 2019, an increase of 1,2 % was recorded in wholesale and retail trade and a decrease of 0,9 % in real estate transactions, a decrease of 3,1 % was recorded in the supply of electricity, gas and steam and a decrease of 1,9 % in temporary accommodation and catering.
Taking into account the results of the study, it should be noted that the main problem that hinders the development of digitalization is not sufficiently developed infrastructure [8].The digital economy requires businesses to be seamlessly connected regardless of their location, and therefore relies on a robust, reliable, responsive, secure and scalable digital infrastructure.In addition, the development of digitalization of enterprises is negatively affected by the lack of financial resources, the changing legislative framework, the unstable financial and political situation, the lack of qualified personnel, the decline in the share of investment capital, the downward dynamics of financial performance.
For the digital economy to thrive, it is necessary to continue investing in the expansion and modernization of digital communications, especially as technology advances.Technological advances such as 5G and Wi-Fi 6 will be key drivers of the new economy in the coming years.For example, various organizations are now implementing private 5G networks for various use cases, such as remote triage in connected ambulances in the healthcare sector, remote inspection by mobile robots in hazardous environments in the energy sector and factory automation in manufacturing.
Another problem faced by the digitalization process is the lack of people with high technological literacy and territorial digital inequality [10].Improving the ICT skills of employees will be crucial for organizational digitalization efforts in enterprises.
Among the proposals to intensify digitalization at enterprises, which will contribute to the development and increase competitiveness, the following should also be highlighted: replacement of worn-out fixed assets; modernization and automation of production; attraction of investments and obtaining grant programs; improvement of the management system; training of employees; implementation of software; rational allocation of financial resources; attraction of experience of foreign enterprises.Thus, the use of modern technologies at enterprises not only improves the results of work, but also forms competitive advantages, promotes innovative development.

Conclusions
Thus, in today's conditions, digitalization has become an integral tool for achieving business success.The use of technology allows enterprises from different sectors to become more productive, efficient, win new customers, and increase the level of competitiveness.It is advisable for enterprises to introduce information and communication technologies and increase interaction on the Internet, which will allow collecting big data about customers, purchase patterns and will help to improve business, introduce new products and services.It is determined that to increase the speed and quality of customer service, enterprises need to introduce elements of artificial intelligence in the form of chatbots, interactive platforms.Based on the results of the study of the peculiarities of the use of information and communication technologies in enterprises, the problems of digitalization are identified and recommendations for intensifying their use are formed, which will contribute to innovative development, the formation of competitive advantages and improve the results of financial and economic activity.Thus, enterprises should constantly explore the information technology market, introduce more effective ones to ensure successful development in the future.

Table 1 -
Networked Readiness Index -2021 for Ukraine

Table 2 -
Use of information and communication technologies at enterprises in 2018-2020: e-commerce, ICT specialists and skills, use of 3D printing

Table 3 -
Use of information and communication technologies at enterprises: Internet use in 2018-2021

Years Types of activities Manufacturing Electricity, gas, steam and air conditioning supply; water supply; sewerage, waste management and remedation activities Construction Wholesale and retail trade; repair of motor vehicles and motorcycles Accommodation and food service activities Information and communication Real estate activities Professional, scientific and technical activity Administrative and support service activities
[2]rce: compiled by the authors on the basis[2]