The research applies a conceptual-analytical and comparative methodology, integrating international empirical findings with contextual evidence from Armenian firms. The study explores key technological drivers such as artificial intelligence, big data analytics, cloud computing, CRM systems, and omnichannel platforms.

The findings indicate that digital transformation significantly enhances decision-making quality, operational efficiency, and customer engagement. However, Armenian organizations exhibit heterogeneous levels of digital maturity, resulting in uneven performance outcomes. The study develops an integrated conceptual framework linking digital transformation with management effectiveness through KPI-based systems and data-driven processes.