Influence Of Digital Technology On Roadmap Developmen 818510

Influence Of Digital Technology On Roadmap Development For Digital Bu

Influence of Digital Technology on Roadmap Development for Digital Business Transformation Iryna Strutynska Department of Computer Science Ternopil Ivan Puluj National Technical University Ternopil, UKRAINE [email protected] Galina Kozbur Department of Computer Science Ternopil Ivan Puluj National Technical University Ternopil, UKRAINE [email protected] Lesia Dmytrotsa Department of Computer Science Ternopil Ivan Puluj National Technical University Ternopil, UKRAINE [email protected] Olena Sorokivska Department of Management and Administration Ternopil Ivan Puluj National Technical University Ternopil, UKRAINE [email protected] Liliya Melnyk Department of Management and Administration Ternopil Ivan Puluj National Technical University Ternopil, UKRAINE [email protected] Abstract—In a highly competitive information economy, business structures require continuous introduction of innovation, effective information technology to ensure sustainable long-term market benefits, as well as their rational functioning.

The implementation of the digital business model is one of the promising areas, which makes it possible to realize the activity of enterprises even more productively. The digital business model allows businesses to react more responsibly to the needs of potential buyers and customers, and also helps adapt and optimize business processes over a certain period of time to market conditions. The article aims to identify the peculiarities of the influence of digital technology on transforming existing business models. It provides an in-depth analysis of the main stages of developing a roadmap for digital business transformation, including examination of business process management software products and selecting the most suitable ones.

The study discusses digital technologies in the context of enterprise business groups, reflecting how relevant technologies impact the transformation of the linear business model into a digital business model, and highlights the most significant effects for business. Keywords—information technology, digital economy, digital technologies, information management system, digital business model, business processes, BPM, business process management, CRM, ERP.

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In today’s rapidly evolving digital landscape, the influence of digital technologies on the development of strategic roadmaps for digital business transformation has become a critical factor for organizations seeking long-term competitiveness. Digital transformation involves a comprehensive change in how organizations operate, deliver value, and adapt to market demands, primarily driven by the integration of advanced information technologies such as customer relationship management (CRM), enterprise resource planning (ERP), business process management (BPM) systems, and other digital tools.

To understand the influence of digital technology on roadmap development, it is essential to recognize the core components involved in the transformation process. These include an initial assessment of existing business models, identification of technological gaps, strategic planning, and the implementation of suitable digital solutions. Developing an effective digital transformation roadmap requires a systematic approach that aligns technological capabilities with organizational goals, capacity for change, and market opportunities.

First, organizations must analyze their current business models using tools such as the Business Model Canvas (Osterwalder & Pigneur, 2010) to visualize areas that require transformation. This analysis involves detailed examination of value propositions, customer relationships, key resources, and revenue streams. Recognizing inefficiencies or outdated processes guides the selection or development of digital solutions that can streamline operations, enhance customer engagement, and improve overall agility.

Second, the integration of digital technologies must be aligned with specific business processes. For example, customer relationship management (CRM) systems enable organizations to establish closer relationships with clients by facilitating real-time communication and personalized service (Buttle, 2019). Similarly, ERP systems optimize resource management and operational efficiencies by integrating core business functions into a unified platform (Hollingsworth, 1990). Business Process Management (BPM) tools support reengineering efforts by modeling, analyzing, and automating workflows (Dumas, Lemaitre, & Reuter, 2013).

Third, the development of a digital roadmap involves selecting appropriate technological tools based on business needs, budget constraints, and scalability. As the article discusses, software products like ELMA BPM, Bizagi, and Pegasystems are integral in modeling and automating business processes effectively. These systems support creating "As Is" (current state) and "To Be" (future state) process models, enabling organizations to visualize potential improvements and plan phased implementations.

Furthermore, the successful implementation of digital solutions necessitates change management strategies, including staff training, process reengineering, and stakeholder involvement, to mitigate resistance and ensure smooth transformation (Westerman, Bonnet, & McAfee, 2014). Technology adoption is not merely a technical process but a strategic initiative that requires strong leadership support and clear communication of objectives and benefits.

The influence of digital technology extends to creating new value streams and business models, transforming traditional linear models into innovative platforms or ecosystems. For example, digital sensors, GIS technology, and the Internet of Things (IoT) enable real-time monitoring and data collection, fostering data-driven decision-making (Porter & Heppelmann, 2014). Marketers leverage digital internet marketing tools such as Google Analytics, SEO, and SMM to attract and engage customers in new ways, increasing market reach and sales (Chaffey & Ellis-Chadwick, 2019).

In conclusion, the development of a comprehensive, well-structured roadmap for digital business transformation is essential for leveraging the full potential of digital technologies. This process involves analyzing existing business models, selecting suitable digital tools, modeling business processes, and managing organizational change. The ultimate goal is to create a flexible, scalable digital ecosystem that enhances competitiveness, streamlines operations, and delivers value to customers in the evolving digital economy.

References

  • Buttle, F. (2019). Customer Relationship Management: Concepts and Technologies. Routledge.
  • Chaffey, D., & Ellis-Chadwick, F. (2019). Digital Marketing. Pearson.
  • Dumas, M., Lemaitre, C., & Reuter, A. (2013). Business Process Management: Concepts, Languages, Architectures. Springer.
  • Hollingsworth, D. (1990). Enterprise Resource Planning: Tools and Techniques for Integrating the Business. Wiley.
  • Nguyen, G. (2014). Exploring collaborative consumption business models – case peer-to-peer digital platforms. Aalto University.
  • Osterwalder, A., & Pigneur, Y. (2010). Business Model Generation: A Handbook for Visionaries, Game Changers, and Challengers. John Wiley & Sons.
  • Porter, M. E., & Heppelmann, J. E. (2014). How smart, connected products are transforming competition. Harvard Business Review, 92(11), 64–88.
  • Westerman, G., Bonnet, D., & McAfee, A. (2014). Leading Digital: Turning Technology into Business Transformation. Harvard Business Review Press.

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