Increase of the Company Competitiveness in the Digital Economy

In the conditions of instability, globalization and digitalization of the economy, it is necessary to manage effectively the business processes of the organization and the data arriving at the organization or generated by it. With the transition to the new lifecycle phases in organizations, the number of business processes transforming the value chains is growing. Also during the life cycle of the organization, the amount of data is growing at all stages of the value chain. The article considers new competitive advantages that arise as a result of the system transformation of the chains under the influence of the development of the industrial Internet of things, introduction of smart devices that are integrated into larger complex systems. The complex structure of smart devices, presented in the article, creates the basis for the transformation of the whole enterprise, the organizational structure of management, the production system. Traditional approaches to ensuring competitiveness affect local changes in the value chain. Modern trends in ensuring competitiveness require complex scale transformations. The conclusion is that the current economic challenges, including radical technological revolution, new methods of customer relations, new ways of the value chains development, new forms of communication form the new sources of competitiveness of enterprises. Data and analytics become a new source of competitive advantages (Nurgaliyev? et al., 2018).