Abstract
<jats:p>Introduction. The high intensity of competition in the market requires organizations to find ways to increase competitiveness and gain competitive advantages. Digitalization provides significant opportunities in this area. At the same time, it requires the transformation of organizations and changes in approaches to conducting business activities. The purpose of the article. The purpose of the article is to substantiate the role of digital strategy as a key tool for implementing the digital transformation of an organization and to determine the sequence of its formation and implementation. Methods. The methodological basis of the study is made up of general scientific and special methods, in particular: analysis and generalization of scientific literature, systematization and classification of scientific approaches, comparative analysis, as well as methods of logical and systemic analysis, which are used to substantiate the stages and features of the formation of a digital strategy. Results. The essence of the digital strategy as a tool for coordinating the digitalization of key areas of an organization's activity is substantiated. It is established that the digital strategy ensures the alignment of the business model, customer experience and operational processes with the general strategic direction of development. The place of the digital strategy in the system of corporate strategies is determined as one that transforms the business strategy to the functional level. The stages of implementing the digital strategy are presented, covering strategic initiation, formation of a digital vision, institutionalization, implementation and experimentation, scaling and integration, performance assessment and continuous improvement. Types of digital transformation strategies are distinguished by purpose, level of implementation and object of influence. It is proven that the choice of the type of digital transformation strategy should be based on the strategic goals of the organization, its resource capabilities and external environmental conditions. Conclusiоns. It is established that digital strategy is a key tool for ensuring effective digital transformation of an organization. It helps to coordinate changes in the business model, processes and management system in accordance with the challenges of the digital economy. It is proven that the formation of a digital strategy should be carried out as a consistent and systematic process, which involves constant improvement. The need to focus the digital strategy on using the opportunities of the digital economy and minimizing the threats associated with it is substantiated. It is emphasized that digital transformation should be considered as a continuous dynamic process, not a one-time initiative.</jats:p>