DIGITAL MANAGEMENT AS THE BASIS OF INNOVATIVE BUSINESS DEVELOPMENT

The article proposes approaches to the definition of «digital management» based on the system of scientific knowledge, the priority of which in various respects is, above all, methodology. A system of methodological knowledge on digital management in the form of an extended model is proposed, which creates a single chain that begins with the consideration of methodological approaches and covers resources, innovation parameters and helps assess the innovative development of business in the digital economy. It is established that the task of reorganization or change of the control algorithm and mechanisms of influence in the perspective of technological renewal, collaborative development and personnel modification is relevant for the sphere of management. The article proves that decision-making on digital business development should be based on substantiation and determination of fundamental parameters of transformation, which is a source of value and impetus for creating a new competitive stability of business. It is proposed to supplement the features of digitalization of methodological approaches to the management system of the organization in the digital economy, which is important for maintaining medium-term efficiency and the formation of innovative organizations that encourage creative destruction. The aim of the article is to expand the scope of traditional research and focus the scientific community on the modern paradigm of digital management, develop a structural model of digital business transformation and define the concept of digitalization of the entity with the possibility of forming a universal development strategy that meets the realities economy, which is also an integral part of business relations. The results of the study can be used to create new business models in the digital economy that use technology to bring people, organizations and resources together into an interactive ecosystem that creates a certain amount of value for its users