CONCEPTUALIZATION OF PARADIGM'S SHIFTS IN THE SYSTEM OF FINANCIAL MANAGEMENT UNDER THE INFLUENCE OF GLOBAL MEGATRENDS IN ECONOMIC DEVELOPMENT

The article examines the impact of global megatrends of economic development (globalization, financialization, informatization, intellectualization, socialization) on the financial system as an object of management. The main consequences of such exposure include: the emergence of a qualitatively new services, financial products and financial instruments; modification of the mechanisms and the volumes of financial services in the context of rising financial risks, increasing instability and recurrence of financial markets, the threat of global financial crisis; difficulty in achieving equilibrium state of the financial system due to the imbalance of cash flows and the separation of money from the real security; seal area and reduce the time required to conduct international financial transactions, "virtualization" of financial instruments and the objective need to increase protection from cyber threats; transformation of financial management in the real driver of efficiency of reproduction processes, new ideas and innovations; the need to reorient financial flows on sustainable development and the search for new criteria of the investment and financial activities of economic entities in the "production-nature-society." The conclusion to change the conceptual principles of forming a new paradigm of financial management in the XXI century has been drawn. The main principles of forming the financial management system in the changing global environment are: the dominance paradigm values as the basis of value-oriented financial management; priority of adaptive changes in the financial management of the phases of cycles; recognition as the main criterion of maximizing the efficiency of operating cash flows; enhancing the role of financial managers in resolving conflicts agency; transformation of information, knowledge and innovation to the core resource financial management; the need to develop strategies for sustainable financial management.