REINVENTING ORGANIZATION IN THE CONTEXT OF THE EVOLUTION OF MANAGEMENT AND MARKETING

Abstract

The article is defines approaches to the reinventing organization. The analysis of the evolution of organizations from "red" to "turquoise" is carried out. The matrix of determination of the enterprise's predisposition to the status of a "turquoise" organization is formed. A comparative description of the "personality of the reinventing organization " and "ordinary person" in the management system is carried out. As a result of analysis and observation, certain components of "living" organizations can be distinguished, namely, continuous development, lack of leadership; equality and freedom of action; work in pleasure; self-government. In Ukraine there are no purely "turquoise"
organizations, but only some of them implement separate elements and improve the existing organizational culture and management style. The main principles of reinventing organization are the decentralization of management with the maximum reduction of the central office; trust instead of control; transparency and openness of information; constant feedback. It is established that the evolution of national consciousness, and thus the development of Ukrainian statehood, is accompanied by permanent transformations in all spheres of domestic social and political relations. The spread, use of the Internet influenced science and technology, culture and art, politics, but first and foremost, it affected economics and business. It should be noted that in addition to scientific and technological progress, there is another important aspect that forms the imperatives for marketing, personnel and organizational management at the fundamental level. Studying
and taking into account theoretical, practical processes of cyclical development of enterprises will allow interested persons to predict their condition in the future, managers to make informed management decisions. An important and actual challenge is the development and formation of innovative approaches to the cyclicality of organizations in the context of the evolution of management and marketing.