Today's managers are increasingly faced with the problems of making the best possible judgments in the face of numerous challenges that their internal and external environment creates every day. Due to continuous impacts of all kinds (energy crisis, sustainability, inflation, high interest rates, accelerated digitization), organizations must constantly adapt to survive and thrive in a rapidly changing and unpredictable business environment. Knowledge of organizational paradoxes will gain more and more importance since the trend of changes in globalization, competition, social, ethical and environmental issues and digitalization of business and workplaces is expected to continue. This master’s thesis examines the importance of organizational paradoxes in the modern business environment. The problem of some of the most common organizational paradoxes found in most modern companies is presented, and how the aforementioned paradoxes arose in modern business. A specific example shows how the company manages organizational paradoxes and whether it succeeds in creating a competitive advantage on the market through good practice and resolution of such paradoxes. The research was conducted on the example of the company "Elektro-Milas d.o.o.". After the analysis, it was determined that the company Elektro-Milas d.o.o. maintains a high position in terms of organizational success and management of paradoxes in everyday business. This master’s thesis successfully demonstrated the influence of paradoxes in modern business and the importance of managing and accepting paradoxes in modern business in order to maximize the competitiveness of organizations.