DIGITAL TRANSFORMATION AND INNOVATION IN BUSINESS MODELS: STRATEGIES FOR ADAPTATION AND GROWTH IN COMPETITIVE MARKETS
DOI:
https://doi.org/10.63330/aurumpub.069-014Keywords:
Business models, Competitiveness, Digital transformation, InnovationAbstract
This study investigates how digital transformation and business model innovation contribute to organizational adaptation, growth, and competitiveness. The general objective is to analyze how digital transformation strategies associated with business model innovation enhance adaptive capacity and business growth in competitive markets. Methodologically, a bibliographic study was conducted, adopting a qualitative approach and an exploratory-descriptive design, through the critical analysis of recent scientific publications and documents related to digitalization, innovation, strategy, and organizational management. The results indicate that digital transformation goes beyond the simple adoption of technologies, involving changes in value creation and delivery, process structures, customer experience, and organizational capabilities. It was found that companies capable of integrating digital resources into their strategies are better positioned to identify opportunities, respond to market changes, and develop more flexible business models. However, the benefits depend on leadership, an innovation-oriented culture, digital competencies, technological infrastructure, and learning capacity. It is concluded that digital transformation can strengthen growth and competitiveness when conducted as an integrated strategic and organizational process rather than as an isolated technological modernization initiative, requiring alignment among innovation, people, processes, and business objectives in order to generate sustainable value and continuous adaptability in response to contemporary technological and market changes across different economic sectors.
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