THE PROBLEMS OF INTRODUCING DIGITAL TECHNOLOGIES IN ENTERPRISE MANAGEMENT IN RUSSIA

Verezubova N., Yakovleva O., Sakovich N.

The digital transformation of business processes has become an imperative to ensure the competitiveness of Russian enterprises in the face of global technological shifts and changing market realities. However, its practical implementation involves a complex of systemic problems that go beyond the simple implementation of software. The purpose of the article is to identify the main problem areas, classify their nature and, most importantly, to develop a structured management approach that allows these problems to be consistently leveled. The article examines the main barriers faced by Russian companies: from the technological immaturity of domestic solutions and their poor compatibility with legacy systems to the acute shortage of qualified personnel, the need for large-scale investments and organizational resistance to change. The relevance of the research is due to the transition from forced import substitution to the stage of conscious strategic building of digital sustainability. Based on the analysis of industry trends, government strategies and specific cases, the author's development is proposed – a model of adaptive management of digital transformation. This model is an iterative algorithm that integrates digital maturity assessment, strategic goal setting, flexible implementation based on platform solutions, and continuous monitoring. The practical value of the work lies in structuring a sequence of actions for managers to minimize risks, optimize investments and ensure the organic integration of digital technologies into the management contour of the enterprise.

Keywords:digital transformation, enterprise management, import substitution, digital maturity, platform solutions