Today’s dynamic and rapidly changing environment encourages successful businesses to adapt, develop and compete more strongly than ever, especially during crisis situations. Consumer needs, technological and innovation developments, growth requirements and new government regulations put pressure on competitive advantages. The focus has changed from financial resources to flexibility and rapid implementation of new technologies and services. Enterprises create departments to manage and control innovation in order to prevent production crises. Consumers are beginning to look for fast production, fast delivery and online payment, more active online advertising and multi-functional products. The main purpose of this article is to define the essence of the management and the specifics of the processes. The main research methods used in the development are content analysis, method of analysis and synthesis, intuitive and systematic approach. 12