A MARKETING APPROACH TO DIGITAL TRANSFORMATION: COUNTRY ARCHETYPES

It has been defined that in the conditions of digital transformation of the economy, determination of the country archetype when positioning the territory on the world stage is important. Determination of a digital archetype allows utilizing missed opportunities and highlighting the strengths. Seven archetypes of the digital economy have been considered: innovative hubs, effective professional consumers, centers for creation and export of services, global factories, business hubs, patrons of information and communication technologies and newcomers of information and communication technologies. The ways to move from one archetype to another have been considered too