The Continuity of Management Marketing and Lean Production in the Era of Industry 5.0

The emergence of Industry 5.0 brings to the forefront new approaches to the organization of managerial and marketing processes that focus not only on efficiency but also on process optimization and the creation of maximum added value for society and individuals through the development of sustainable business models. Such models are capable of ensuring enterprise flexibility in a dynamic environment, integrating digital technologies with a focus on individual customer needs, and achieving strategic competitiveness. While the previous stage of industrial development - Industry 4.0 - emphasized digitalization, automation, and the integration of cyber-physical systems, the current stage is characterized by a strengthened human-centric orientation, the synergy of innovative technologies, and the promotion of humanistic values. Under these conditions, there arises a need to develop conceptual models that ensure the continuity of the development of managerial and marketing systems and their harmonious integration with the principles of lean production. Thus, the study of the continuity of management marketing in the context of lean production principles within Industry 5.0 represents an important scientific task that enables not only the identification of new opportunities for enterprises but also the determination of economic development prospects, where innovation, sustainability, and human centricity become key priorities.