Development of a hybrid project management model for Company X with evaluation of design and product approaches

In many Russian companies, especially in the field of project management, insufficient attention is paid to market research, industry trends and product development, which leads to the release of low-quality or unmarketable products. This paper is aimed at developing a hybrid project management model combining project and product approaches. The object under study is the company-manufacturer of special equipment “Company X”. The research is based on scientific works on project and product management, organizational ambidexterity, statistical data of the engineering industry, as well as internal documents of “Company X”. Using data analysis, synthesis and modeling, as well as interviews and focus groups with the company's employees, a hybrid project management model was developed, typical structures of business areas, powers of team members, stages of the product life cycle and key project milestones were determined.