The Key Directions of Management of a Company that Conducts Digital Modernization

Abstract

Purpose: The purpose of the article is to determine the key directions of management of a company that conducts digital modernization, to determine the level of global competitiveness of management of Russian entrepreneurship that conducts digital modernization, and to develop the recommendations for its increase. Design/Methodology/Approach: Based on statistical and analytical data of the IMD and the World Economic Forum, the author performs evaluation of digital competitiveness of entrepreneurship in Russia according to the distinguished directions of management, with the help of the international organizations’ indicators and the author’s formula. The results of the evaluation are presented graphically with the help of the polygon of competitiveness – which allowed determining the low level of global competitiveness for all directions of management of a company that conducts digital modernization in Russia in 2018. Findings: The author determines the key directions of management of a company that conducts digital modernization: Risk, marketing management, personnel management, financial management, management of innovations, management of information and communication technologies, and integration management. Originality/Value: A conceptual model of management of a company that conducts digital modernization is developed – it ensures systemic implementation of the distinguished directions of management and offers recommendations for its practical implementation, which create such advantages as controllability and manageability of the process of company’s digital modernization, acceleration of the process of company’s digital modernization, and obtaining of corporate benefits from the process of company’s digital modernization (by means of state support and increase of competitiveness).