Managing new product development projects in conditions of market uncertainty
DOI:
https://doi.org/10.26906/EiR.2026.2(101).4635Keywords:
project management, new product development (NPD), project life cycle, innovative development, product life cycle, strategic management, competitivenessAbstract
The current stage of enterprise development is characterized by increasing market volatility, rapid technological changes, intensified global competition, and a high level of uncertainty in the external environment. Under such conditions, the creation and implementation of new products become a key factor in ensuring sustainable development, strengthening competitive positions, and adapting enterprises to dynamic market transformations. In this context, project management is gaining particular importance as an effective tool for organizing and implementing innovation processes. The development of new products is a complex and multifaceted process that combines technical, organizational, economic, and marketing components. At the same time, such projects are implemented under conditions of significant uncertainty, which is manifested in unpredictable market demand, rapid changes in technologies, limited resources, and difficulties in forecasting the results of innovative activities. Therefore, traditional approaches to project management require adaptation and integration with flexible and adaptive management methods. This research is aimed at substantiating the role of project management in the process of new product development as a factor of innovative growth and increasing the competitiveness of enterprises under conditions of market uncertainty. Particular attention is paid to the analysis of the relationship between the project life cycle and the product life cycle, as well as to the identification of effective management tools at different stages of project implementation. Effective project management in the context of new product development involves a systematic approach to planning, organizing, and controlling all stages of the project life cycle. Such an approach ensures consistency in decision-making and reduces the negative impact of uncertainty factors on project outcomes. The relevance of this study is determined by the need to develop effective approaches to managing projects for the creation of new products under conditions of market uncertainty, which is especially important in the context of economic instability and increasing risks. The results of the research can be used as a basis for developing practical recommendations aimed at improving project management processes and increasing the efficiency of innovation activities of enterprises.
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