CHANGES IN THE INTERNATIONAL BUSINESS ENVIRONMENT IN THE DIGITAL AGE

Аннотация

This article analyzes how the international business environment is changing in the digital age. It also highlights new trends in international business, changing consumer demands and expectations, and the requirements placed on companies to maintain competitiveness in the digital economy. Keywords:artificial intelligence, global environment, business, digital technologies, Big data, businessenvironment, global competition. At the current stage of our country's development, the process of globalization of the national economy into the world economy is becoming an objective necessity. Integration processes between countries and the international division of labor are deepening, investments are growing rapidly, and the world is turning into a "global system". Transnational companies play an important role in implementing these processes. International companies make strategic decisions for the mutual benefit of international diversification of production forces, that is, for the internal and external environment. The global competitive environment encourages companies in countries to develop strategies for organizing and managing their participation in international business. Doing business on a global scale is fundamentally different from organizing the management of companies in the domestic environment of the country.1 When conducting international business, it is necessary to take into account a deep study of the political, social, economic and cultural values ​ ​ ​ ​ existing in the countries. Therefore, international managers are required to create a corporate environment that can respond to the processes taking place in the conditions of international competition and to formulate clear strategies for the entry oftheirorganization intotheinternational market. The more internationalized the business of any country, the more open it becomes to a global, that is, business service that is completely independent of national affiliation and is focused onlyonthe economicefficiency ofadiverse package ofservices. There are a number of mandatory conditions that international business imposes on every firm seeking to enter it, one of the most important of which is to take into account the factor of business culture, that is, the sum of the requirements and restrictions that the culture of this country imposes on all firms doing business in it (or with it). This problem becomes more acute the more the cultures of the country from which the firm comes and the country in which it operates differ. The additional benefit (or loss) of the cultural factor depends, of course, on the organization,situational factors, etc. 1NazarovaG.G.,SalikhovaN.M.,MukhamedjanovaG.A.,AkhmedovI.A.,IsmailovaN.S.InternationalManagement. /editedbyprof.A.Sh.Bekmurodov(textbook).–T.:TDIU,2011.p.191. page380 INTERNATIONAL JOURNAL OF ARTIFICIAL INTELLIGENCE ISSN:2692-5206,ImpactFactor:12,23 AmericanAcademicpublishers,volume05,issue03,2025 Journal: https://www.academicpublishers.org/journals/index.php/ijai Theglobal nature ofinternational businessis a veryimportant aspect that defines it today 2: It encompasses (and is encompassed by) the global structure of business information exchange, the World System, the entire World financial market, the global structure of technological innovation, etc. Globalization itself harmoniously combines the five characteristics mentioned above (openness and generality; gradualism of development; technological globalization; financing; divergent-convergent interactions of the national and international). The final comparative analysis conducted within its framework now allows us tosufficiently clearly define andconstructively considerthecategory of“international business management”. International business management is a specific type of management, the main goals of which are the formation, development and use of competitive advantages of firms due to the opportunities for doing business in different countries, as well as the appropriate use of the economic, social, demographic, cultural and other characteristics ofthesecountries. The course of business as an activity depends on many factors and conditions both within the enterprise and outside it. The market environment surrounding any firm has a significant impact onitscompetitiveness, stability and security. Any organization receives resources from the external environment, uses them in its business processes (internal environment) as endogenous factors of production of products that are stored and supplied to the external environment. At the current stage of economic development, each organization operating in the market mustmanage its competitiveadvantages. The competitiveness of an organization can be ensured not only by high product quality or reasonable price, but also by effective management of the processes taking place in the organization. The relevance of studying the business environment is that corporate business processes begin and end in the econo