CURRENT BUSINESS MANAGEMENT TRENDS: ADAPTATION TO DIGITALIZATION

Abstract

In the modern world of business, digitalization has become not only a trend, but also a necessity for the survival and development of enterprises. This abstract examines key aspects of business adaptation to new digital realities, emphasizing the importance of technology, innovation and changes in management approaches. First of all, digitalization has affected all areas of business, from production to marketing. Using big data (Big Data), artificial intelligence (AI) and process automation allows enterprises to make more informed decisions, reduce costs and increase efficiency. For example, data analytics helps to better understand the needs of consumers and adapt products according to their requests. The second important aspect is the change in management structures. Traditional hierarchical models are giving way to more flexible and adaptive organizational forms. Teams become cross-functional, allowing for faster response to market changes and innovation. This requires managers to develop new skills in change management, communication and employee motivation In addition, digitalization opens up new opportunities for interaction with customers. Social media, online platforms and mobile applications have become the main channels of communication. This allows not only to attract new customers, but also to maintain the loyalty of existing ones. The issue of cyber security is also important, since the growth of the volume of data requires reliable protection of information. The aspect of sustainable development is equally important. Modern consumers are increasingly paying attention to the environmental responsibility of brands. Businesses that implement environmentally friendly technologies and practices gain a competitive advantage in the market. In general, adaptation to digitalization is a complex but necessary process for modern enterprises. Successful companies not only use the latest technologies, but also actively change their management approaches to remain competitive in a rapidly changing business environment. This article will take a closer look at exactly how companies can effectively implement these changes and what practical steps should be taken to successfully digitize business processes.