Business Digital Transformation Effects on Entrepreneurial Vocational Map in Russia

Abstract. Relevance: The relevance of the study is designated by the development of digital technologies which are increasingly being used to optimize business processes. At the current stage of entrepreneurial development transformation of companies is being observed and representatives of digital businesses achieve the greatest capitalization. Employees of banking organizations are replaced by bots and artificial intelligence. In this regard, the requirements for entrepreneurs and mercenary managers are changing. This requires the search for new educational approaches to training of specialists. Purpose: to develop an author model of digital business transformation on the results of a survey (research method) conducted among the students of the Faculty of Engineering Business and Management of the Bauman State University and from Plekhanov Russian University of Economics. To reflected the modern vision of future entrepreneurs and managers for a new concept of skills mix vital for business development in the cause of digital transformation and competitive sustainability and to identify both positive and negative aspects of start-up entrepreneurs’ performance in digital economy. Methods and methodological units of research: comparative content analysis, empirical study, polling. The main results: Contradictions of digital business through an entrepreneur prism and consumer position were revealed. The conclusion is drawn that digital economy, on the one hand, is boiled to self-reliance of subsystems (state, business, society) of the system (digital economy). On the other hand, the state, business and society are premised on the scope of competencies, as far as the role of a human in digital economy may be minimized but no completely abandoned. The key factors that affect digital transformation were defined: process optimization, data, business models, infrastructure and tools, people and competencies, culture and interaction. Scientific novelty of the study lies in the author’s concept, according to which the key role in the digital economy era is assigned to the state (state as a platform), business (digital platforms, ecosystems, radical business models), society as a key factor in digitalization. In this regard, an assessment of the digital transformation is provided through the lens of a positive, critical and pragmatic view of society (experts and respondents). Practical relevance: The research results can be used by higher educational institutions to adapt their educational programs to the interests of economists and entrepreneurs, taking into account the growing informatization and digitalization of business processes.