GLOBAL LEADERSHIP OF COMPANIES IN THE CONTEXT OF DIGITALIZATION

Abstract

Digitalization has become one of the main forces reshaping international business. Cloud infrastructure, data analytics, artificial intelligence and digital platforms change how companies create value, how they reach customers in different countries and how they compete with each other. As a result, the conditions under which multinational companies gain and defend leading positions on global markets differ from those of the industrial era. The relevance of the topic is determined by the fact that digital technologies are now available to a growing number of firms, while the ability to turn them into a lasting market position remains unevenly distributed. This makes it necessary to understand not only which technologies matter, but also how they are connected with competitiveness and leadership. The problem addressed in the article is the lack of an integrated view that would link digitalization, changes in the international business environment, the formation of new competitive advantages and the strengthening of global leadership. Existing studies usually focus on digital transformation as an organizational process, on platform strategies, or on the digital competitiveness of enterprises, but they less often treat global leadership as a separate object of analysis. In addition, the rapid pace of technological change, cybersecurity threats, regulatory pressure, digital inequality and dependence on digital infrastructure create risks that can weaken even the strongest market players. The aim of the article is to substantiate how digitalization influences the formation, retention and strengthening of the global leadership of companies and to define strategic directions for its consolidation. To achieve this aim, the article clarifies the concept of global leadership and distinguishes it from competitiveness and competitive advantage. It considers theoretical approaches to the formation of competitive advantages in the digital economy, including the roles of data, artificial intelligence, automation, platforms and digital competences. It outlines current trends in the digitalization of the world economy, compares the digital transformation approaches of two global technology companies, Microsoft and Amazon, identifies the main challenges of digital leadership and discusses promising directions of digital transformation of international companies. The study is theoretical and analytical in nature. It follows a logical sequence from the essence of global leadership to the analysis of current trends and company practices, and further to problems, prospects and strategic solutions. The article is intended for researchers and practitioners interested in international business, digital strategy and the competitiveness of companies in the global economy.