Development of a Change Management Strategy in the Process of Improving Digital Products of "SBER"

The goal of any commercial organization is to maximize long-term sustainability and high profitability while ensuring maximum profitability. To achieve these goals, market leaders need to ensure the competitiveness of their services in an open choice environment, implement all the necessary conditions and become a human-centered company to meet the needs of the clients, provide them with convenience and comfort, and make the client happy. Sber chose this focus and took it to the nearest horizon. This study is aimed at identifying the key factors affecting the competitiveness of digital products in the face of changes using the example of Sber. The ultimate goal of the research is to develop an approach to implementing changes that contribute to the success of Sber's digital products on the market. The object of the study is the digital products of Sber, and the subject of the study are the factors that can ensure the leading position of the company's products in the market To achieve the set goal of the study, the key tasks were identified: 1. Analysis of cases of other companies in the market and review of scientific publications on relevant topics; 2. Conducting an analysis of the Russian digital products market and identifying trends; 3. Identifying competitive advantages to achieve success in the market; 4. Identify the key factors that need to be focused on to ensure the success of the products; 5. Development of recommendations for determining the approach to change management in the process of improving the company's digital products. To achieve these objectives, analytical tools such as qualitative research - in-depth interviews to diagnose the product and production process, quantitative research - a survey of respondents to identify key success factors of the Bank and its comparison with competitors, SWOT analysis, analysis of financial indicators, and the ADKAR change implementation model were used.