STRATEGIC MANAGEMENT IN THE CONTEXT OF DIGITAL TRANSFORMATION: ENHANCING ORGANIZATIONAL COMPETITIVENESS

This article analyzes the role of strategic management in the era of digital transformation and its influence on organizational competitiveness. The study is grounded in established strategic management theories, including Porter’s competitive strategy framework, the resource-based view, and the dynamic capabilities approach. Drawing on peer-reviewed academic literature, the research examines how digital technologies such as big data analytics, cloud computing, artificial intelligence, and digital platforms reshape strategic decision-making, business models, and value creation processes. The findings demonstrate that organizations integrating digital transformation into their strategic frameworks achieve enhanced operational efficiency, innovation capacity, and sustainable competitive advantage. The article provides fact-based analysis supported by authoritative academic sources.