Proceedings of the International scientific and practical conference ―Science, Technology and Culture: From Tradition to Digital Future‖ (December 8-10, 2025) / Publisher website: www.naukainfo.com. – Vienna, Austria, 2025. – 183 p.

31 the market situation and market demands. Companies should also develop digital leadership as a component of effective process management and teamwork. Therefore, digital business transformation should take place within the framework of a comprehensive approach that involves a qualitative change not only in production processes, but also in management systems and will include the formation of digital leadership, the development of digital skills and competencies, the integration of digital solutions into the company's portfolio of strategies and business plans, the development of new digital positions of products and services. The company's senior management must be ready and open to the practical implementation of constant changes and modernization of working methods, which will contribute to the successful integration of digital technologies and solutions into business activities. It is also important to train and adapt employees to radically new changes, which will ensure the ability to effectively use digital tools and programs to ensure higher company productivity and resource efficiency, which will also contribute to strengthening the company's competitiveness and market positions in the future. Thus, digital transformation leads to qualitative changes in business management, introducing fundamental changes in the way and model of the company's work and team management. Thus, modern business structures that strive to achieve business success must be ready to reformat their organizational culture and carry out a gradual and balanced practical implementation of digital technologies. Although, on the one hand, there are certainly a number of barriers to the digitalization of business activities, on the other hand, wide opportunities are opening up for those business structures whose management is ready to invest in new technologies and adopt a culture of innovation and change, thereby overcoming the challenges of digital transformation. Digital solutions have the potential to stimulate innovation and form new sources of generating profit for the enterprise. By applying them, companies can obtain data on customer behavior and requests, identify new market opportunities, and optimize their activities. Thus, companies that are able to successfully adapt to the new