ANALYTICAL ASSESSMENT OF FACTORS INFLUENCING THE RATIONALITY OF MANAGING DIGITALIZATION PROCESSES IN MICRO-ENTREPRENEURSHIP

Abstract

The purpose of the article is to provide an analytical assessment of the factors influencing the rational management of digitalization processes in micro-enterprises under conditions of dynamic changes in the digital, economic, and institutional environment. The relevance of the study is driven by the increasing role of digital technologies in ensuring business competitiveness and the need for micro-enterprises to adapt to conditions of high uncertainty, particularly during crisis and wartime challenges. Methodology. The achievement of the research objective is ensured through the use of such methods as logical generalization and scientific abstraction, structural and comparative analysis, statistical generalization, dynamic analysis, and a systems approach to the interpretation of results. The information base consists of external statistical and analytical sources reflecting trends in financial support, digital infrastructure development, innovative technologies, digital competencies, and the e-commerce market. Findings. The key drivers of digitalization in micro-enterprises are identified, including the development of cloud technologies, growing demand for e-commerce, increasing digital literacy, and the intensification of state and international support. At the same time, major constraints are determined, such as limited financial resources, high lending rates, rising costs of IT solutions, uneven adoption of innovations, and increasing cybersecurity risks. It is substantiated that the effectiveness of managing digitalization processes is shaped by the complex interaction of these factors and the level of adaptability of micro-enterprises to changes in the external environment. Practical implications. The application of the proposed analytical approaches in practice will enhance the validity of managerial decision-making in the field of digitalization, optimize the allocation of limited resources, reduce risk levels, and contribute to the development of effective digital transformation strategies for micro-enterprises under conditions of instability.