Transformation of the Role of a Manager in the Digital Economy

Анотація

The study has formed a new understanding of the transformation of the role of a manager in the context of digitalization, which can be defined as a "digital administrative trap" – a situation when the introduction of technologies does not reduce the volume of routine work, but on the contrary increases the administrative burden on managers. Based on the analysis of organizational practices and empirical observations, it is shown that digitalization translates most management functions into the format of reports, forms, tables and document flow, which requires high digital competence and changes the structure of the manager’s working time. A paradox has been revealed: technologies designed to optimize work cause its "design hyper-intensification". The study also demonstrates that the growth of the role of analytical platforms, AI tools and digital management systems does not eliminate the need for the human factor – on the contrary, it increases the importance of the manager’s communication, coordination and adaptive competencies. Comparison with international practices confirms that the problem of excessive digital workload is global, but in Ukraine it manifests itself more sharply due to the fragmented digital infrastructure and uneven level of digital literacy of personnel. The methodological innovation of the study is the use of a mixed analysis model – a combination of content analysis of digital systems, interviews with managers and assessment of the intensity of document flow.

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