Proactivity in the modern digital economy: conceptual framework and assessment

Competitiveness in the modern world requires a special sort of behaviour in the market. The trend of active technological development and digital transformation alongside the conditions of deep uncertainty has caused scientific interest to proactive behaviour of an economic subject. The article studies the concept of “proactivity of an economic subject†as its ability of proactive and initiative transformation of the internal environment and external conditions of their activity on the basis of anticipation of future trends and system risks. Analysis of scientific sources has been conducted using bibliometric maps (networks) based on the presence of keywords in the problem field of proactive behavior. The author has created a scientific research base to identify structural elements of proactive behaviour and its assessment. On the basis of bibliometric analysis combined with methods of network analysis and use of artificial intelligence tools the author identifies structural elements/characteristics of proactive behaviour patterns to form a complex system of assessment of proactivity. The article defines the most frequently used components and metrics for assessing proactivity in the context of the analyzed problem field: the component of strategic proactivity, proactive system of risk management, receptivity to innovation and innovation maturity, technological maturity/potential, maturity and potential of the data management system and proactive work with information. The author points out the importance of assessing the level and potential of proactivity of an economic subject and the key drivers in order to integrate relevant target indicators into the development strategy of enterprises.