COMMERCIAL REAL ESTATE MANAGEMENT IN THE ERA OF MARKET TRANSFORMATIONS

In the context of dynamic changes in the Russian commercial real estate market, owners and management companies are faced with the need to adapt real estate management strategies. The article examines key industry development trends, including the influence of macroeconomic factors, digitalization of management, increasing requirements for environmental standards and changing tenant preferences. An analysis of current research and practices was carried out, and modern mechanisms for increasing the efficiency of asset management were identified. Based on the study, recommendations were developed to increase the investment attractiveness and sustainability of commercial real estate at all stages of management in the conditions of market transformation.