Proceedings of the International scientific and practical conference ―Science, Technology and Culture: From Tradition to Digital Future‖ (December 8-10, 2025) / Publisher website: www.naukainfo.com. – Vienna, Austria, 2025. – 183 p.

27 Technological changes in the international business environment, the expansion and acceleration of information processes, as well as the formation of fundamentally new market demands lead to the dynamization of the digitalization process on a global scale, which further necessitates the adaptation, development and implementation of company management approaches relevant to modern conditions. Another manifestation of digitalization is its transformative impact on the global labor market - the tendency to polarization of the labor market, within which the division of jobs according to employment conditions and wages is deepening, which also affects the functioning of international business [1]. Business structures that ignore the new operating conditions offered by the digital era risk losing out in the competition and eventually being forced out of the market. The management team of enterprises is faced with new tasks to reformat the management system taking into account the advantages and risks offered by digitalization , as well as to find out which digital technologies and solutions are appropriate and how they should be implemented in the practical activities of companies in order to achieve success in the market. The implementation of digital technologies by management optimizes business management processes and significantly, as evidenced by the analysis of international business practice, contributes to improving their quality. However, the ever-growing competitive power of the modern digital generation of consumers also exerts significant pressure on business structures, which encourages the latter to work on the formation of personalized offers of goods and services and at the same time focus on providing high-quality personalized service. The practical implementation of digital solutions and technologies can help companies analyze data on consumer preferences, which will contribute to the faster development and optimization of personalized offers. At the same time, one of the significant contradictions of business management in the digital era is, on the one hand, the creation of new jobs while adhering to the principles of global sustainable development and corporate social responsibility, and on the other hand, taking into account modern realities, management should strive to actively implement digital technologies in the