ЕФЕКТИВНИЙ МЕНЕДЖМЕНТ І КОМУНІКАЦІЇ ЯК ВІДПОВІДЬ НА ТУРБУЛЕНТНІСТЬ ТА ЦИФРОВУ ТРАНСФОРМАЦІЮ

The article examines the role of effective management and communications as key factors in ensuring the sustainability and effectiveness of enterprises in a turbulent external environment and digital transformation. It is argued that modern business structures operate in conditions of increased uncertainty, rapid changes in market conditions, technological innovations, and transformations in the forms of work organization, which significantly complicates the process of making management decisions and requires a rethinking of traditional approaches to management. The impact of an unstable environment on management decisions and communication processes is analyzed, and the reasons for the decline in the effectiveness of classical hierarchical management models are identified. Particular attention is paid to the key challenges faced by enterprises, in particular managing teams in conditions of uncertainty, maintaining staff motivation and psychological resilience, organizing communication in hybrid and remote teams, and the need to make quick decisions without compromising their quality. The essence and significance of modern management concepts are revealed, including adaptive and crisis management, flexible leadership (agile and situational leadership), the development of emotional intelligence in managers, digital communications, and remote management. It is justified that the combination of these approaches allows increasing the flexibility of management systems, the level of staff involvement, and the effectiveness of management decisions. Approaches to the organization of internal and external business communications and their impact on the formation of competitive advantages of enterprises are considered separately. The expediency of using practical tools to overcome management challenges is argued, in particular, the introduction of flexible communication models, the development of managers' soft skills, the use of feedback and staff engagement systems, as well as the use of digital management tools. It is indicated that the effective integration of internal and external communications forms a holistic management system, contributes to risk reduction, increases organizational stability, and ensures the strategic development of enterprises. It is summarized that the significance of the study lies in the possibility of using the results obtained to improve the management and communication system in the activities of enterprises in various sectors of the economy in conditions of turbulence and digital change.