INTEGRATED DIGITAL PRESENCE INDEX OF AN ORGANIZATION AS A TOOL FOR ASSESSING COMPETITIVENESS

Abstract

The current stage of the development of the digital economy is characterized by the active introduction of digital technologies into the activities of business entities. In these conditions, the key trend is the emergence of the digital twin of the economy, a complex dynamic model that reflects and analyzes the state and interrelationships of all elements of the economic system in real time. This technology allows not only to aggregate large amounts of data, but also to model various development scenarios, predict the consequences of management decisions and identify hidden patterns, which brings strategic planning and government regulation to a qualitatively new level. As a result, the digital environment is becoming one of the key factors in building competitive advantages. The purpose of the research is to develop a universal toolkit for aggregating digital signals and assessing the competitiveness of an organization in the context of the digital transformation of the economy. The author's methodology for calculating the integral index is proposed, which includes indicators of digital infrastructure, e-commerce, corporate information systems, cloud services and digital communications. The practical significance of the results lies in the possibility of their application in the development of digital transformation strategies, monitoring the level of digital maturity, as well as in assessing the competitiveness of an organization.