Digital transformation of the entrepreneurial environmentin the context of socio-cultural changes in modern business

The article is devoted to the study of digitalization transformations of the business environment in the context of the socio-cultural component of modern business. The article shows the importance of an integrated approach to the integration of digital technologies into the activities of an enterprise and its management. This integration is accompanied not only by changes in doing business but often leads to a revision of the business model itself. The author substantiates the need to find ways to adapt the activities of a business organization to modern challenges based on changes in organizational (corporate) culture, the development of new competencies of employees, and readiness for constant technological change. The article describes the main components of the digital transformation of the modern business environment, including integrating modern technologies, digitalizing business processes, and personalizing goods and services. The influence of the socio-cultural environment on the development of modern business, in addition to technological innovations, is actualized. Accordingly, the main socio-cultural factors of digitalization of the modern business environment are allocated, which include innovative culture of entrepreneurship, level of digital literacy of the population, social norms and risk perception. It has been proved that the success of the digital transformation of the business environment and business organizations significantly depends on society's ability to adapt to changes. And their perception of opportunities to increase business efficiency and improve the quality of life. The article analyses the pace and efficiency of digital transformation processes in individual countries (USA, China, Germany) under different socio-cultural conditions that directly affect the business environment. On this basis, four key models of digital transformation of global companies are characterized, taking into account the socio-cultural influence: innovative, data-oriented, integration of digital technologies into production processes; and cooperative. It is proved that regardless of the differences in strategies and approaches to the digital transformation of the business environment, they have a common feature: digitalization is considered a key factor in increasing competitiveness and long-term business development in the modern market, taking into account the socio-cultural component which is important in the context of rapid changes. It is substantiated that the digital transformation of the business environment in Ukraine has intensified in recent years, especially in the fields of IT and financial services. At the same time, the need to overcome domestic barriers to introducing digital technologies, such as weak infrastructure, limited investments in digital initiatives, and low level of digital literacy of the population in certain industries and regions, was identified. It is proposed that socio-cultural factors - willingness to innovate and the ability to learn - be considered key to the effectiveness of the digital transformation of the business environment. This is provided that state initiatives for developing digital technologies and their implementation in all sectors of the national economy are activated.