RESEARCH ON PROJECT AND PRODUCT MANAGEMENT IN TECHNOLOGY INDUSTRY IN THE DIGITAL ERA

The changes caused by digitalization give rise to a definite need to increase managerial and organizational flexibility. In some areas the impact of these rapid changes is significant, in others the impact is weaker, but is clearly felt in all industries and functions. This determines the need for research of project and product management to help managers form an approach to achieve optimal results and gain a competitive advantage over the other technology companies. Focusing on the project management and product management topics, the current paper falls into a niche of great relevance and strategic importance for the technology industry. In this regard, the purpose of this study is to examine the product and project management in times of digital transformation and to analyze whether the transition from project to product-oriented management in technology industry is necessary. The methods used in this paper include: analysis and synthesis; research through literature sources, results of theoretical and empirical research in the field of product and project management, etc. The results show that integrating a product mindset within projects will enable technology companies to further adapt to the dynamically changing business environment and to provide a unique value proposition in times of digital transformation.