PROBLEMS AND PERSPECTIVES OF INTERNATIONAL MANAGEMENT IN MODERN CONDITIONS

Abstract

The article studies the problems and prospects of international management in modern conditions. The relevance of the study is due to the fact that traditional management models focused on stable markets and predictable vectors of development are losing their effectiveness. International companies are forced to balance between global integration and local adaptation, taking into account not only economic factors, but also deep socio-cultural transformations and the digital revolution. The article explores the transformation of the international management paradigm under the influence of scientific and technological progress and the global «double transition». The evolution of classical management models is analyzed in the context of the introduction of artificial intelligence, which allows for the implementation of a strategy of digital geocentrism. The author substantiates that the integration of artificial intelligence and cloud technologies neutralizes traditional contradictions between global standardization and local adaptation. Particular attention is paid to the double digital and green transition, which involves the functional integration of digital innovations and environmental initiatives. It is substantiated that digital tools are a fundamental basis for the implementation of the «green» strategy, ensuring the transparency of supply chains and energy efficiency of production. In the socio-economic context, the issues of labor market transformation are highlighted, in particular, the flourishing of the gig economy and the formation of transnational remote teams. The paradox of digital trust is revealed: despite the acceleration of communications, there is a risk of superficiality in business relations, which requires new approaches to digital ethics and cross-cultural interaction. Special emphasis is placed on the problems of cybersecurity as an integral element of the financial and reputational stability of corporations. It is substantiated that in the current conditions of increasing cyber threats and social inequality, the combination of technological efficiency with the principles of social justice becomes a priority.