OPTIMIZING SUPPLY CHAIN MANAGEMENT WITH BIG DATA AND IOT TECHNOLOGIES TO ENSURE SUSTAINABILITY

The objective of the study is to create a conceptual model and practical principles for optimizing supply chain management through the integration of big data and the Internet of Things technologies to increase their resilience to external and internal negative impacts. Key findings: the concept of a sustainable and digital supply chain is reflected; the capabilities of big data and the Internet of Things technologies for predictive analytics and monitoring are analyzed; the architecture of a digital supply chain management platform is developed; an economic assessment of the effectiveness of technology implementation is carried out. Research materials: a set of statistical, analytical and factual data that served as the empirical and informational basis of the work. Research methods: systematization, comparative analysis, contrastive analysis, generalization, induction, deduction, abstract logical method, systems approach, economic and mathematical modeling, time series analysis. Key conclusions: the developed architecture of the digital supply chain management platform is not only a new technological solution, but also an object of management infrastructure. Its implementation requires a strategic vision, adaptation to industry specifics and systematic work to change processes and competencies. The result is the formation of a sustainable, adaptive and cost-effective logistics system capable of providing competitive advantages in the long term.