Marko Bojić

The modern business environment is characterized by dynamism and constant changes, which are primarily reflected through accelerated technological development, growing competition on the market and increasing expectations and demands of consumers. In such a context, company management becomes one of the key factors that determines the business success and competitive advantage of the organization. The aim of this work is to investigate the role of management in modern companies through the analysis of relevant theoretical approaches and previous research, without relying on own empirical data. Special attention is paid to strategic planning, human resources management, implementation of innovations, as well as the company's ability to adapt to changing and unpredictable business conditions. The paper also highlights the main challenges that managers face in practice, providing recommendations for improving managerial functions, improving organizational efficiency and encouraging innovation. The analysis points to the importance of an integrated approach to management, which combines traditional management methods with modern concepts and practices, thus contributing to the sustainable development of the company and strengthening its strategic capacities.