Innovation and development strategies of enterprise international activity management in context of digital transformation

Abstract

The paper explores innovative approaches to managing the international activities of enterprises under conditions of digital transformation. Emphasis is placed on the development of adaptive strategies that integrate digital tools, platform-based models, and intelligent technologies into international business processes. The research highlights how artificial intelligence, big data, and digital communication channels influence decision-making, reduce transaction costs, and enhance competitiveness in global markets. The study also outlines the challenges associated with digital inequality, cybersecurity, and institutional adaptation. Strategic recommendations are proposed to improve digital readiness and innovation capacity of enterprises involved in international operations.