Wpływ nowych trendów konsumenckich na cyfrową transformację biznesu
Influence of New Consumer Trends on Business Digital Transformation

Summary/Abstract: Digital transformation is a comprehensive process of transforming traditionalbusiness model into innovative one based on knowledge economy and network society.Modern way of market expansion is determined by new technologies (Internet of Thighs,social media, big data, mobile devices, cloud computing, mobile applications, GPS localization,etc.) and customer-centric strategy in all aspects of company operations. Gatheringinformation about customers and their needs (insights) becomes a fundamental tool in buildingpersonalized offer. Changes in business model are determined by new type of customer– Millenials. Companies are forced to adapt new consumer trends. To stay competitiveon the market they have to find a way of merging new technologies with Millenials requirements.This article characterize overlapping changes in social and business environmentand gives recommendation in methods of using digital transformation to ensure company’ssuccess.

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