Digital management: Fit Sevice company’s experience

The development of the digital economy is accompanied by changes in the business management system, contributing to the emergence of a new management concept. However, the theory of digital management is still in its infacy and the existing scientific research in this field seems to be very fragmentary, which determines the relevance of this article, its theoretical and practical significance. The aim of the study is to identify the specifics of digital business management and changes in management processes by analysing the experience of digital management in a real company. The research was conducted using the case study method, with a Novosibirsk company selected as the subject of the research, where a digital management system was created for the company and several hundred of its franchise partners in Russia and the Republic of Kazakhstan. As a result of the analysis of management practice, the conceptual features of digital management were identified, the main stages of the formation of the process of ‘variance-based management’ were revealed, approaches to the formation of the company’s key performance indicators were described, and the change in the role and functions of management in the digitalisation of business management was shown. The article contributes to the theoretical and managerial debate on the concept of digital management.