Formation of a digital ecosystem for managing enterprise foreign economic activity to develop its brand in the context of European integration

Abstract

The purpose of the study is a comprehensive assessment of the state and dynamics of implementing digital transformation tools for managing foreign economic activity of domestic enterprises, as well as the substantiation of a structural-logical model for forming a digital ecosystem and a mechanism for enterprise brand development under European integration. In the research process, a systems approach, statistical and structural-logical methods, comparative analysis of the dynamics of IT solution usage by Ukrainian companies over 2017-2025, and conceptual process modeling were applied. As a result of the study, the digital tools for foreign economic activity management were systematized and classified into three hierarchical levels (basic, modernized, and innovative), and the transition of Ukrainian companies from fragmentary technology use to building integrated digital ecosystems was empirically proven. A multilevel structural-logical model for forming digital transformation tools for FEA management was developed, integrating EU external imperatives and security challenges with internal resource provision, core structural blocks, and a feedback loop. A mechanism for enterprise brand development in international markets as an integral component of the foreign economic activity digital ecosystem was substantiated, detailing eight sequential stages—from analyzing the European market environment to evaluating ultimate Key Performance Indicators. It was proven that full-scale implementation of the developed digital toolkit reduces export documentation processing time and direct transaction costs. The scientific novelty lies in deepening the theoretical and methodological foundations of international business digitalization through the systematization of digital tools by complexity levels and the development of a structural-logical model that aligns foreign economic activity technological transformation with international brand development. The practical significance of the results resides in the possibility of their application by enterprise management for conducting digital maturity audits, elaborating digitalization investment plans, optimizing supply chains, and enhancing foreign partners' trust.