PRODUCT INNOVATION MANAGEMENT IN THE CONTEXT OF DIGITAL TRANSFORMATION AS A FACTOR IN SUSTAINABLE DEVELOPMENT AND IMPROVING THE COMPETITIVENESS OF RUSSIAN COMPANIES

The objective of the study is to develop theoretical and methodological principles and practical recommendations for implementing a systems approach to managing digital-based product innovations to enhance competitiveness and ensure sustainable development of Russian companies. Key findings: a critical analysis of existing approaches to assessing the impact of innovation on competitiveness was conducted, and their limitations in the digital economy were identified; key success factors and barriers to implementing digital product innovations were identified; a conceptual model of systems management of product innovations was developed that integrates the company’s digital potential, strategic guidelines for sustainable development, and the results of innovation activities; a methodology for assessing the effectiveness of integrating digital solutions was proposed based on an integral index that includes subindices of digital potential, the integration of sustainable development goals, and the effectiveness of innovation. In conclusion, the authors substantiate the conclusion that effective competitiveness management in modern conditions requires a transition from fragmented approaches to a systems model in which digital product innovations and sustainable development goals are considered as interconnected elements of a single management framework. The analysis allowed us to systematize the key factors for successful integration, highlighting the presence of a unique value proposition related to sustainable development, the level of product integration into the company’s ecosystem, the depth of data and artificial intelligence technology use, support from senior management, and the ability to adapt the product to the requirements of various markets. This systematization creates a methodological basis for adapting existing and developing new product innovation management models. The author’s conceptual model and assessment methodology enable the development of more informed management decisions that meet the challenges of digital transformation and the increasing demands for sustainable business development.