ЦИФРОВОЕ ЛИДЕРСТВО КАК ИНСТРУМЕНТ УПРАВЛЕНИЯ В ЦИФРОВОЙ ЭКОНОМИКЕ

Abstract

. Digitalization leads to fundamental transformations in the life of society as a whole and the individual, as well as in models of economic activity, which, of course, requires significant changes in the digital economy management system. The article describes the main trends in the transformation of social life and economic activity in the digital economy, which pose significantly more complex tasks for management systems at different levels, and accordingly require a revision of management models and approaches to management, including approaches to leadership and management of organizations. The author proposed a scheme for a visual representation of these trends, which reflects their impact on the labor market and, accordingly, on the basis of the functioning of modern organizations. Continuous changes and innovations resulting from the high dynamics of the external environment pose serious problems for modern organizations, the main role in solving which is played by leaders, because they have the responsibility to carry out the organization and staff through change. In the digital economy, both leadership models and leadership requirements will change. The study compiled a list of the main personality qualities, skills and skills that a leader in the digital economy needs to ensure the survival of the organization and achieve success. The fundamental difference between digital leaders is that they have the ability to learn, solve problems and carry out active transformations, as well as the ability to «feel trends» and make forecasts. In addition to traditional leadership qualities, «digital leaders» must have curiosity and intelligence, learning ability and flexibility, a high risk tendency. Continuous changes and innovations caused by the high dynamics of the external environment create serious problems for modern organizations, and the main role in the solving of the problems is played by the leaders, as they are responsible for carrying out the organization and personnel through changes. In the digital economy, both leadership models and leadership requirements will change. The study compiled a list of major personal qualities and skills that a leader in the digital economy needs to ensure the survival of the organization and achieve success. The fundamental difference between digital leaders is that they have the ability to learn, solve problems and carry out active transformations, as well as the ability to «feel trends» and make forecasts. In addition to the traditional leadership qualities, «digital leaders» should have curiousness and intelligence, learning and flexibility, a high tendency to risk.