UTJECAJ DIGITALNIH TEHNOLOGIJA NA KONKURENTNOST PREDUZEĆA U 21. VIJEKU / THE IMPACT OF DIGITAL TECHNOLOGIES ON THE COMPETITIVENESS OF ENTERPRISES IN THE 21ST CENTURY

Abstract

In a modern business environment marked by rapid technological change, digital technologies are becoming one of the key factors of a company's competitiveness. The development of information and communication technologies, automation, big data analytics and artificial intelligence is significantly changing the way organizations do business, communicate with consumers and make strategic decisions. Companies that successfully implement digital solutions can increase the efficiency of business processes, improve the quality of products and services and respond more quickly to changes in the market. The aim of the paper is to analyze how the application of digital technologies affects the competitive position of companies in the 21st century. Special attention is paid to the digital transformation of business models, improving relationships with customers through digital channels, as well as the use of data in the process of making business decisions. The paper starts from the assumption that digitalization allows companies to create additional value, reduce costs and increase innovation, which directly affects their long-term sustainability in the market. The methodological approach of the paper is based on the analysis of relevant scientific and professional literature, as well as on research that includes examining the attitudes of employees and consumers about the application of digital technologies in business. The paper indicates that digital technologies are no longer just a business support, but a strategic resource that shapes the competitive advantages of companies.