DIGITALIZATION AND THE IMPORTANCE OF TOP MANAGEMENT IN MODERN BUSINESS FROM THE PERSPECTIVE OF THE GREEN ECONOMY
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DIGITALIZATION AND THE IMPORTANCE OF TOP MANAGEMENT IN MODERN BUSINESS FROM THE PERSPECTIVE OF THE GREEN ECONOMY

Autori
Dražen Jovanović, Boško Ivanović, Aleksandar Petrović
Abstract
Modern business is characterized by profound transformations arising from the processes of digitalization and the global transition to the principles of the green economy. Together, these two phenomena redefine the way organizations create value, manage resources, and achieve competitive advantages. At the same time, these dimensions of modern development represent the foundation of a new management paradigm in which top management plays a key role in shaping sustainability strategies and technological adaptation. The aim of this paper is to theoretically analyze and explore the relationship between digital transformation and the green economy, as well as to emphasize the role of top management in their integration. The paper demonstrates how digital technologies (AI, IoT, big data, blockchain) enable the implementation of green principles in corporate strategies. Special emphasis is placed on leadership competencies and decision-making models in the era of ecological and digital convergence. Starting from the concept of sustainable development, this paper examines and analyzes the interrelationship between digitalization, managerial leadership, and the green economy, with particular focus on the DIM–ZET evaluation model – an integra- 558 ”Challenges of Digitalization in the Green Economy” Belgrade, October 30th, 2025 ted framework linking digital maturity, innovation, and sustainable development. The model provides a comprehensive approach to measuring organizational readiness for digital–ecological transformation, making it a highly relevant tool for modern managers.
Ključne reči
digitalization, top management, green economy, sustainable development,

Strane
558-564
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