Improving communication processes in management activities based on digital technologies

Abstract

The article considers areas for improving communication processes in management based on digital technologies, particularly in the context of organizations that operate in highly dynamic external environments. Particular attention is paid to the study of internal communication between structural units of a large retail chain, where coordination of actions and information exchange are critical for the effective functioning of the business. The purpose of the research is to study ways to improve communication processes in management based on digital technologies. The work uses methods of content analysis, observation, comparative analysis, system generalization, and empirical modeling on the example of a large retail chain. The results obtained confirm that the digital transformation of communications in the field of management has a positive impact on employee productivity, improves the quality of management decisions, contributes to the establishment of effective feedback and the overall strengthening of corporate culture. The paper analyzes modern theoretical approaches to the digitalization of management communications, identifies a list of key digital tools (email, instant messengers, video communication platforms, chatbots, etc.), and assesses their effectiveness in conditions of limited financial and human resources. The study identifies two theoretical approaches to improving management communications: the implementation of digital tools and the development of digital competence of employees. Conclusions.The findings emphasize the need to integrate technological, organizational and human factors, as well as the importance of implementing flexible communication platforms in real business. The practical significance of the research lies in the development of a functional model of the internal communication platform "SaleCommunicator" for retail companies. Special attention was paid to the implementation of digital education.