| Abstract [eng] |
This master’s thesis examines how the organization of new digital product development processes in companies affects product success. The aim of the study is to identify the relationship between process organization and product success and to propose recommendations for more effective application of the process. The theoretical part analyzes key new product development methodologies (Booz, Allen and Hamilton; Crawford and Benedetto; Stage-Gate; Gartner Priorities Navigator) and discusses the concept of digital product success and the criteria used to assess it. In addition, the study identifies metrics applied at different development stages as a basis for decision- making. The empirical part is based on a qualitative study consisting of semi-structured interviews with digital product development professionals. The results show that most organizations follow a staged product development logic, although it is often applied informally and adapted to the organizational context. The findings indicate that the mere existence of a development process does not ensure product success; rather, early idea validation, the application of the MVP approach, data-driven decision-making, cross-functional collaboration, and clear product ownership are critical factors. Based on the theoretical analysis and empirical findings, a recommended hybrid model is proposed, combining stage-based decision gates with iterative development and continuous learning from real user data. |
