Improvement of quality - vector of competitiveness of the organization in the conditions of the digital economy

This article examines the impact of digital economy on the external and internal environment of the organization. Describes the application of the concepts of "Smart manufacturing" and "Smart environment" to optimize the production process, which helps to improve production, to avoid unnecessary processes and extract more benefits. We consider a new kind of competition that arose under digitalization conditions - "Hypercompetition", which is based on rules that contain many risks and losses. Given the basic mechanisms of this type of competition, are able to conduct effective competition. Shows the changing relationship of producer and consumer in respect of goods or services. The consumer now has more opportunities to implement their ideas about any production that leads to a reorientation of production in the interests of the consumer, not the profits of the manufacturer.