GREEN STRATEGIES AND DIGITAL SOLUTIONS: DIVERGENCE OR CONVERGENCE?
The article discusses aspects of the development of modern business, deepening the all digitalization, while conducting activities in the context of the spread of greening priorities and the "green" agenda. The article’s purpose is to study the relationship between "green" and digital trends: a) how they are co-directed, b) do they complement each other, or c) even strengthen, d) do they contain contradictions, and e) are they competing (primarily for resources), or f) it's just a substitution. The authors presents as the results of the study: 1) business equilibrium model that makes a profit by causing damage to the environment; 2) model of interaction between the state setting requirements and businesses with different adherence to ESG principles; 3) strategic scenarios of business behavior, including payment of carbon tax with different approaches to profit management. The conclusion is made about the predominantly substitutive nature of these trends, taking into account the negative impact of the development of digitalization in terms of increasing the demand for electricity on the environment, and the lack of complete convergence of digitalization and ESG.