The impact of digital technologies on the business processes and competitive advantage of fmcg companies in Kazakhstan

Abstract

This study investigates the influence of digital technologies on conventional business processes and the competitive advantages of Kazakhstani companies in the FMCG sector. Additionally, it explores their contribution to innovativeness and productivity. A systematic literature review was conducted to achieve the research objective. The study results indicate that digital business processes possess unique characteristics, such as improved communication, online commerce, and predictive analytics. These features enable FMCG companies in Kazakhstan to enhance performance in various areas, thereby contributing to the development of competitive advantages.