EMPIRICAL ANALYSIS OF DIGITAL TECHNOLOGIES USED IN BUSINESS PROCESS MANAGEMENT

The study examines the impact of innovation and digitalization on the sustainability and competitiveness of companies in a market with uncertainty. The goal of the research is to determine the role of investments in research and development (R&D) and digital technologies in creating long-term competitive advantages. Various research methods were used to achieve this goal: analysis of scientific literature, the case method, and correlation analysis. The theoretical review showed that investments in innovation and digital platforms not only increase the efficiency of internal processes for companies, but also provide them with greater opportunities for ecosystem interaction. Through case studies of leading corporations worldwide, it was revealed that consistent implementation of digital solutions and a focus on innovation potential help strengthen market positions, increase capitalization, and increase consumer and investor confidence. The analysis of the data presented in table form allowed us to trace in detail the dynamics of the ratio between R&D expenses, digital investments, and financial performance indicators of companies. The correlation analysis confirmed the existence of a strong positive relationship between innovation costs and revenue growth, profitability, and market share. Additionally, it was found that digitalization increases the impact of innovation activity, creating a synergetic effect that allows companies to adapt to the changing conditions of the global market. The results confirm that innovation and digital technologies play a crucial role in driving sustainable development and the strategic sustainability of corporations. The practical significance of this work lies in the potential to apply the identified patterns to the formation of corporate strategies aimed at enhancing competitiveness and ensuring long-term business stability in the context of digital transformation.