GLOBAL BUSINESS ENVIRONMENT ISSUES IN THE DIGITAL ERA

The last decades have been followed by technological development cycles, which have affected in different ways the evolution of the business environment, the way that companies operate and the entire society. The current environment in which companies engage and concretize business has become increasingly complex and ambiguous, facilitating the emergence of new challenges for business practices, interests and business initiatives. The digital transformation that takes place globally, adapted to current realities, is based on disruptive technologies that support it: Big Data, The Internet of Things, Mobile Internet, Cloud Technology, Automation of Knowledge Work. Although the business environment and companies are working to adapt and conform to ongoing digital transformations, there are a number of challenges and barriers that slow their progress. The purpose of this paper is to highlight the challenges that the business environment and the companies encounter in the Digital Era, which appeared against the backdrop of the development of disruptive technologies.