DIGITAL BUSINESS MODELLING: CURRENT CHALLENGES AND DEVELOPMENT PROSPECTS

Introduction. In recent years, digital technologies have been developing rapidly, enabling companies to significantly expand their sales markets and generate additional sources of income. However, in many cases, they do not achieve the expected level of performance, which is often caused by a lack of understanding of digital technologies concepts in terms of business modelling. The current issue is to study issues of unproductivity of modern digital business models and to substantiate ways to solve them. Purpose. The purpose of the article is to study challenges and prospects for the development of digital business modelling in the modern business environment. Materials and methods. Materials: the achievement of scientists and practitioners on the problem of digital business modelling development; analytical reports of organisations in the subject area; results of the author's research. General scientific research methods were used.