, Maria Kütt This research article examines the critical challenges and opportunities of people management in the digital era, offering valuable insights from general management and sustainable management perspectives. As organizations increasingly operate in digitally transformed environments, sustainable people management becomes essential to fulfilling the organization’s evolutionary purpose, reflecting its deeper reason for existence. Therefore, understanding how such strategies are constructed and implemented is very important. The authors aim to construct a typology of people management practices by adopting a case study strategy and drawing on general management insights from face-to-face interviews with top management from two information and communications technology (ICT) companies in Estonia. All material and data are entered into a case database (n = 20). The authors use a model of empirically grounded type construction and have constructed a typology of people management practices. The results make a significant contribution to people management by addressing the critical challenges and opportunities in managing human capital in the digital era.
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