Digitalization of the economy as a specific context for the initiation of innovations in business

The high speed of digitalization of modern society and the economy has caused the management of enterprises to often introduce digital innovations without analytical justification. This article examines the problems of initiation in innovative business development using digital solutions. The necessity of reasonable and timely initiation of innovations using digital solutions to increase the competitiveness of companies is emphasized. It is noted that the process of initiating innovations plays a key role in successful business development. However, in the publications of scientific research on the problems of business change management, scientists do not pay enough attention to the factors and mechanisms of their initiation. At the same time, the practice of managing business digitalization projects shows that changes can be implemented both within the company and under the influence of external stakeholders. The study examines the typology of business innovations and their features from the perspective of the introduction of digital projects. The role of such factors of innovation initiation as competitive forces and market pressure, technological context, organizational context is investigated. Special attention is paid to building a system for timely and analytically sound initiation of innovative business changes in the digital environment. To do this, it is proposed to carry out business analysis on a systematic basis, involving continuous monitoring and analysis of the requirements of key groups of business stakeholders.