SPECIFIC FEATURES OF SELECTING ORGANIZATIONAL DEVELOPMENT STRATEGIES IN THE CONTEXT OF DIGITAL TRANSFORMATION
Keywords:
Keywords: organizational development strategy, digital transformation, strategy selection, dynamic capabilities, competitive advantage, digital maturity, tourism sector, Uzbekistan.Abstract
Abstract
Digital transformation has fundamentally altered the competitive landscape
within which enterprises formulate and execute organizational development strategies.
This article examines the specific features that distinguish strategy selection under
digital disruption from conventional pre-digital paradigms. Drawing on classical
frameworks - including the Resource-Based View, Dynamic Capabilities theory,
Porter's Generic Strategies, and the Balanced Scorecard - the article develops a five-
stage Digital Strategy Selection Model and a Digital Strategy Positioning Matrix. The
analysis is grounded in empirical data from Uzbekistan's tourism sector, with reference
to 'SKY LUX TRAVEL' LLC, whose 791.8% revenue growth between 2022 and 2024
illustrates how digital capabilities generate sustained competitive advantage.
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