Modern technologies and digital innovations have revolutionized the business strategies of companies in the world. The economic systems that humanity knew even 10 years ago are different from those that function today. The heads of companies from small to the largest, global ones, against the background of rapidly changing market requirements and increasing competition, face the need to constantly adapt to new conditions and management trends. The complexity of considering the stated topics is related to the ambiguity of these trends and the problem of determining which of them are the most significant in the era of digitalization. In addition, there may be difficulties in applying these trends in practice and the need to adapt to the specific operating conditions of companies. For example, the growing number of consumers who prefer online shipping (delivery of goods using online platforms) and online commerce requires companies to create effective platforms and form new types of marketing strategies. However, not every company is able to implement this idea. There may be a problem of non-compliance of existing human resources with the requirements of modern management, which requires additional efforts and investments in staff training and development.

Based on the above, it becomes clear that in the modern field of management there are various new management methods, such as agile management, knowledge management and digital management, aimed at improving efficiency and optimizing business processes. In connection with these new approaches, managers need to take into account current requirements and change their work style. They should be more flexible and adaptive, respond faster to changes, use innovative technologies and tools, improve their technical literacy and data skills, and pay more attention to communication and collaboration within the team. This fact determines the relevance of the topic under consideration.

The change of the industrial paradigm and the development of new approaches to the production process have influenced not only the process of production or provision of services, but also directly on management methodologies. The third decade of the 21st century is characterized by the fact that the digital transformation of the economy within the framework of management covers both separately functioning leading companies and each type of activity, sector or direction. Digital technologies not only provide a unified information field in the enterprise, but also create a unified global environment [8]. Already, digital transformation has led to changes in many industries, as well as in the products themselves and the ways they are created. At the same time, the share of information components in a number of products has increased dramatically. In the future, architectural methods and the latest standardization will be developed, since overcoming the dependence of interoperability makes it possible to deal with quality issues and their inclusion in the cost minimization process.

Speaking about strategic and tactical planning, it should be noted that in the near future, it is becoming increasingly important for company managers to choose the optimal directions of development in the technological and commodity spheres. Based on the data from a number of studies, as well as based on the opinions of practitioners, it becomes possible to identify the most relevant and significant trends in management. Among them:

–  digitalization of business — modern technologies allow companies to automate many processes, which increases efficiency and quality of work, speeds up decision-making and reduces costs;

–  working with data – the amount of information that companies work with is growing exponentially. Therefore, they are becoming increasingly dependent on the analysis and interpretation of data in order to make correct and informed decisions.;

–  focus on the customer — modern companies focus on the needs of customers, strive to produce goods and services that best meet their needs and preferences;

–  the development of e-commerce — more and more companies are switching to online sales, which allows them to expand the audience of potential customers, increase sales and reduce advertising and marketing costs;

–  innovations — companies that operate within the digital economy must constantly develop and form new ideas in various fields of activity in order not only to stay on the market, but also to lead their industry [7].

Thus, the proper and effective functioning of companies in the current conditions is based on the introduction of the latest technologies, employee training, the creation of specialized departments for working with data, the release of new products and services based on the changing needs of customers and the market. It is important to take into account the changes in views on leadership, teamwork and personnel management in order to adapt to new realities and have a competitive advantage.

As noted earlier, in the conditions of the modern market, business gets new opportunities for development. At the same time, organizations face challenges due to the difficult economic and technological situation in various industries and fields of activity. The era of digitalization is not only changing the way companies interact with customers, but it also has many implications that directly affect the nature of leadership. Some of the possible effects of such technological progress may be:

–  creation of new forms of business models that can change the structure of companies and customer relationships;

–  increasing the availability of information, which can lead to a change in attitudes and influence people’s opinions and behavior;

–  the development of information security and the need to protect intellectual property;

–  changing requirements for the personnel of companies — the need to own digital technologies and skills to work with them [5].

Management becomes the determining factor that allocates investments, determines business development, manages personnel, and coordinates the actions of all employees. Thus, modern management trends within companies in the era of digitalization are an important subject of research, development and application in business.

These trends represent new methods and tools based on modern technologies that allow companies to manage their resources more efficiently, increase productivity and improve product quality. For example, using cybersecurity makes it possible to protect company and customer information from cyber-attacks, which helps maintain market confidence and improve brand image.

Other management trends within companies in the era of digitalization include automation of production processes, the introduction of innovative technologies such as artificial intelligence and machine learning, the creation of analytical tools for visualizing results in real time, the use of various types of online marketing, the management of digital platforms and the creation of convenient and secure online services for customers [2].

At the same time, digitalization has led to an increasing importance of clear and relevant management in companies, since taking into account existing and emerging economic and social trends plays an important role in developing its development strategy.

As noted earlier, one of the key aspects of modern management is the development of flexibility and adaptability of organizational structures. This creates the prerequisites for sustainable development and the formation of a long-term competitive position in the market. In turn, the analysis of current trends in management is a necessary element of the strategy of modern enterprises to achieve their goals and ensure innovative growth. Let’s look at these trends in more detail.

First of all, such an approach to management as agile management is based precisely on the principles of flexibility and quick response to changes. The main focus is on speeding up and optimizing business processes, rather than on detailed planning. The principles of agile management are aimed at increasing the effectiveness of the team and developing its adaptability to changing market conditions [6]. The entire team is involved in the planning process and actively participates in decision-making, and the continuous feedback and learning process allows them to quickly learn from their mistakes. Another principle of such management is a flexible team organization, which helps to increase productivity, since each of the participants can be useful in different directions.

Agile management allows specialists to react faster to changes in the external environment and focus on achieving business goals. Managers who use this methodology can more actively involve their team members in the decision-making process, which in turn will improve its effectiveness. The agile approach also helps to optimize work processes, reduce time loss, and manage projects more efficiently.

Many well-known companies use this methodology to improve their business processes. One of the most famous examples is Spotify, a music streaming service that ranks among the top 10 most popular services of its kind in the world. The company uses an agile approach and scrum methodology in its work. The company’s specialists are organized into working groups called squads. Each «squad» consists of 5-8 people who work together on a specific project and organize themselves within it. The whole team is involved in the discussion and decision-making process, sets tasks for themselves and updates their list of priorities [4].

As noted, Spotify also uses a Scrum approach in project management. This methodology is organized around three key roles:

1. The «Product Owner», who is responsible for defining the main functional requirements of the product and rejecting all changes that are irrelevant to the user or business.
2. «Scrum Master», who helps the team follow the methodology, find solutions to the problems of the process and improve it.
3. «Developer» (Development Team) — the team itself, which embodies ideas, creates a product and performs tasks defined at each stage [6].

Scrum also relies on a number of general principles, including feedback, risk management, flexibility, and a collaborative approach to decision-making. The use of this methodology makes it possible to accelerate the product development process and continuously improve it through regular checks and updates. Scrum also helps to increase transparency in the workflow, which helps reduce the time and resources spent on product development.

For managers, the scrum approach allows them to optimize project management and increase team flexibility, which helps them achieve their goals and business results faster and more efficiently. In addition, the methodology under consideration provides timely feedback on the work process, which gives managers the opportunity to make quick and appropriate changes and decisions.

Another relevant trend in the field of management is knowledge management. In other words, it is the process of organizing and distributing knowledge in a company. This approach allows you to use the knowledge and experience of employees to improve the efficiency of business processes in the company, create its competitive advantages and ensure long-term success.

Knowledge management in an organization involves several stages:

1. Knowledge identification – the search and collection of information about the knowledge that employees possess.
2. Knowledge creation through trainings, webinars, and other events in which the company tries to bring new information about the product and its promotion to employees.
3. Knowledge storage – various approaches to knowledge management in an organization, for example, the use of databases to store information about customers, products and services, or expert systems to preserve knowledge that can be transferred from one employee to another.
4. Spreading knowledge through training, interactive programs, and cross-functional teams consisting of employees from different departments of the organization who focus on completing specific tasks or achieving goals.
5. Application of knowledge – the use of information to solve problems, improve business processes and improve production quality [1].

Knowledge management helps managers make decisions more efficiently and accurately, improve productivity and work processes, prevent mistakes, and strengthen employee relationships. The company can significantly reduce the likelihood of loss of knowledge and experience when employees leave, increase mobility and growth within the professional community, develop a culture of innovation and accelerate the delivery of new products and services to the market, thus gaining a competitive advantage.

One example of a company that successfully uses knowledge management is Google. It has developed an advanced system of internal learning and knowledge exchange, which is called Googler-to-Googler (G2G). Employees can offer and conduct training courses on various topics, which are then available to everyone in the company. Google also has an internal knowledge sharing platform, the Google Knowledge Management System knowledge base. All this contributes to a faster and more efficient transfer of knowledge and experience between employees, which helps the company maintain its status as one of the most innovative and technologically successful in the world.

Due to the constant development of information technology, there is also a tendency in management such as digital management. It includes many tools and solutions, including CRM, ERP, Internet of Things (IoT), and many others.

A CRM (Customer Relationship Management) system is a type of software that allows companies to manage customer relationships. It is designed to automate sales and marketing processes, as well as to improve customer interaction [3]. CRM systems can be used to store information about customer contacts, order and referral histories, analyze consumer behavior data, and make decisions based on this data. This allows companies to work more effectively with their customer base and increase the level of loyalty to their brand.

An ERP (Enterprise Resource Planning) system is a type of software that allows you to manage all business processes in a company, such as finance, production, sales, and marketing. ERP systems operate on the basis of a centralized database, meaning all data is stored in one place and accessible to all users with different access levels. This allows you to make decisions faster based on up-to-date data. When working with an ERP system, users can automatically perform routine tasks and reuse data from other modules or applications without having to manually rewrite information [9]. This system also helps to minimize human errors by automatically performing operations according to predefined rules.

The Internet of Things (IoT) is a network of physical devices that can be connected to the Internet and exchange data without the need for human intervention. Such devices can range from household electrical appliances to industrial equipment and vehicles. IoT allows you to create intelligent systems that automatically analyze data and take actions based on this analysis [10]. For example, a smart home can adjust the temperature or lighting depending on the habits of residents or changes in weather conditions.

To summarize, it is important to note that in today’s world, where technology is developing at an incredible rate, the management of companies as a whole and individual projects in them is becoming more complex and requires new approaches, and also reflects the growing importance of digital technologies, corporate culture and knowledge management. Digital transformation affects not only production processes, but also approaches to staffing and interaction with people. There is a well-founded change in business values — from just the financial aspect to the values and results of the client. The digital economy is actually a response to energy–saving processes, the implementation of the concept of «gentle» production, which requires the use of innovative solutions in order to remain competitive in global conditions.

Based on this, modern management trends within companies in the era of digitalization are a significant topic, as they help companies improve their production and business performance, improve product quality and manage risks, as well as increase competitiveness in the market. In turn, a modern manager must adapt to changes in the business environment, effectively use the company’s resources and follow flexible management approaches in order to ensure competitiveness and effectively manage the organization. Digital management itself in an organization helps managers increase work efficiency, reduce costs, and improve the speed and quality of decision-making, which will improve productivity and long-term sustainability of the business, as well as remain in a competitive market as a whole.