Research Full Article

UDC 339

Abstract. The relevance of research. Flexible management methodologies have become standard practice in Russian companies developing digital products. At the same time, the mechanistic transfer of Agile approaches from software development to e-commerce and retail environments generates persistent system constraints that are replicated regardless of the size of the company and the maturity level of the team. Research methodology. To study real-world digital product management practices, a qualitative data collection method was used — a series of semi-structured interviews with industry experts. The choice of the method is due to the fact that the subject of the study — the systemic limitations of management practices — cannot be formalized at this stage of the study: there is no well-established conceptual framework and specialized tools for measuring the results of the study. Based on a series of semi-structured interviews with product managers and heads of product divisions of eight companies in various industries, persistent patterns of inconsistency between the declared methodologies and real management practices have been identified. A typology of four digital product management systems has been developed, distinguished by six analytical parameters. The principles of contextual adaptation of methodologies to the e-commerce environment are formulated. Conclusions. The four principles of contextual adaptation formulated (economic operationalization, segment decomposition, contextual prioritization, hybrid management architecture) form a practical basis for improving digital product management systems in Russian retail.

Keywords: agile methodologies, product management, e-commerce, retail, Scrum, Kanban, empirical study, management system typology, digital product.

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