DIGITALIZATION'S IMPACT ON INDUSTRIAL MANAGEMENT AND MARKETING: ADDRESSING THE CHALLENGES OF OUR TIME

Abstract

The article provides a specification of the main aspects of digitization's impact on industrial management and marketing. A distinctive feature of the research is that it convincingly demonstrates, based on logical analysis and synthesis methods, that the large-scale invasion of Russia into Ukraine did not halt the processes of digitization in industrial management and marketing. Using logical operations of comparison and abstraction, it has been proven that the processes of implementing digital technologies and tools for optimization and automation of management and marketing processes in industrial enterprises continue to evolve, albeit with a shift in their nature from security-oriented to reactive. This process entails the situational transformation of traditional work methods and the utilization of digital resources, which serves as a response to the challenges of the time, shaped by the ever-changing needs of industrial enterprises. The prospects for further research include the development of a model for the continuous adaptation of industrial management and marketing systems to changes. This model could be based on the integration of digital technologies, data, and analytics, enabling organizations to become more flexible and responsive to the challenges of the time.