the article presents the key success and failure factors of applying Agile approaches to startup management in the context of rapid digitalization and market uncertainty. The transition from traditional management methods, such as the cascade model, to flexible approaches is analyzed, emphasizing their advantages in reducing risks and adapting to changes. In addition, the main problems that contradict the effective implementation of Agile are highlighted: a superficial perception of the methodology without restructuring the corporate culture, excessive adaptability to the detriment of strategic goals, and cultural differences. The example of the unsuccessful startup Quibi shows the lack of a clear vision of the product. Special attention is paid to external factors, such as investor pressure, technological constraints, and strict industry regulations.
Agile approaches, startup management, failure factors, management flexibility, Scrum, cultural contradictions, digitalization
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