Adaptation of the digital product lifecycle model for industrial enterprises: a decision-making matrix for managing B2B and internal initiatives

Abstract

This article addresses the pressing issue of adapting digital product lifecycle management methodologies to the specific conditions of industrial enterprises. It examines the need for differentiated approaches to managing a product portfolio that includes both externally focused B2B solutions and internal corporate systems, considering the unique characteristics of the industrial sector. The primary outcome of this research is a proposed adapted seven-stage Digital Product Lifecycle Model (PLC Model): Ideation, Discovery, Design, Development, Deploy, Scale, and Management. Based on a detailed comparative analysis of B2B and internal product management practices at each stage of this PLC Model within the context of industrial enterprises, an original Decision-Making Matrix has been developed. This Matrix serves as a practical tool for product managers, offering criteria, factors, and recommended tools for selecting management approaches. Particular attention is paid to the integration of organizational change management principles and practices into the lifecycle of developing and implementing internal digital products, which is a key factor for their successful adoption and effectiveness in industrial enterprises. The study systematizes key differences in goals, metrics, stakeholder interaction methods, and operational priorities for B2B and internal products. Practical recommendations for applying the proposed tools to enhance the efficiency of product processes are formulated.