Building Competitiveness in the Digital Era: The Role of Sustainable Project Strategy and Customer-Centric Innovation
Mina Nikolić, Dragan Bjelica, Milica Maričić
Keywords:
Digital Product Success, Collaborative Knowledge Ecosystem, AI-Enhanced Management, Digital Resilience, Customer-Centric Innovation, Sustainable Project Strategy, Structural Equation Modeling (SEM)
Abstract:
In today’s rapidly evolving digital landscape, achieving digital product success is vital for maintaining business competitiveness. This study delves into the complexities of digital product success by focusing on the integration of customer-centric innovation and sustainable project strategies alongside external knowledge, AI technologies, and digital resilience. Despite robust theoretical underpinnings, challenges such as inadequate requirements, insufficient user knowledge, and ineffective project management continue to hinder product success. Through a survey of 239 professionals in product-related roles and Structural Equation Modeling (SEM), the research examines how key factors—including the Collaborative Knowledge Ecosystem, AI-Enhanced Management, Digital Resilience, Customer-Centric Innovation Strategy, and Sustainable Project Strategy—impact Product Success. The results reveal that these factors significantly contribute to success, with the Customer-Centric Innovation Strategy and Sustainable Project Strategy playing important roles in shaping outcomes. The study underscores the importance of aligning product development with customer needs while ensuring sustainability as a core component of strategic success. Environments that foster continuous knowledge sharing, advanced technology use, resilient infrastructures, and sustainable practices are pivotal to achieving long-term competitiveness in the digital marketplace. This paper offers actionable insights for organizations seeking to enhance their digital product strategies through customer-centric approaches and sustainable development practices.
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 Building Competitiveness in the Digital Era: The Role of Sustainable Project Strategy and Customer-Centric Innovation [PDF file] [Filesize: 1.38 MB]
 10.7441/joc.2026.SI.08
Nikolić, M., Bjelica, D., & Maričić, M. (2026). Building Competitiveness in the Digital Era: The Role of Sustainable Project Strategy and Customer-Centric Innovation. Journal of Competitiveness, 18(SI), 219–260. https://doi.org/10.7441/joc.2026.SI.08
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