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RESEARCH CENTER FOR INDUSTRIAL DEVELOPMENT PROBLEMS of NAS of Ukraine (KHARKIV, UKRAINE)

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ID R30-03156

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Liburkina L. M.

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The Management of Digitalization of Enterprise’sOperational ProcessesWithin the New Product Design and Development System
Marynenko N. Y., Synoverskyi N. I.

Marynenko, Nataliia Yu., and Synoverskyi, Nazar I. (2026) “The Management of Digitalization of Enterprise’sOperational ProcessesWithin the New Product Design and Development System.” Business Inform 8:558–572.
https://doi.org/10.32983/2222-4459-2026-8-558-572

Section: Management and Marketing

Article is written in Ukrainian
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UDC 658.5:004.9:005.591.6:658.62

Abstract:
Despite significant research on digital transformation, the current scientific literature predominantly addresses the effects of individual IT tools in a fragmented manner. A comprehensive approach that integrates the theoretical conceptualization of new product development process digitalization with an end-to-end digital loop architecture, a maturity model, a system of key performance indicators, and a formalized procedure for technology portfolio selection under strict resource constraints remains insufficiently developed. The aim of the study is to substantiate the theoretical and methodological foundations for digitalizing the operational processes of new product design and development, as well as to devise a methodological approach for prioritizing digital intervention and selecting an optimal portfolio of digital technologies for an enterprise. The study employs a hybrid methodological framework that includes the entropy weight method (for the objective calculation of criterion weights), the TOPSIS method (for multi-criteria ranking of enterprises based on their need for digital intervention), and binary integer programming (for optimizing the technology portfolio composition considering resource, logical, and infrastructure constraints). The study differentiates the concepts of digitization, automation, and digitalization, defining the latter as a managed restructuring of data, procedures, functional roles, and decision-making mechanisms. Five mechanisms through which digital technologies impact the new product development process are systematized: informational, cognitive, coordination, experimental, and control. An architecture of an end-to-end digital loop and a five-level model of operational loop digital maturity (ranging from data availability to adaptability and managed organizational learning) are formulated. A system for evaluating digitalization performance across parameters of data quality, system integration, process speed, product quality, business results, and operational loop resilience is developed. The scientific novelty lies in the development of a conceptual and methodological approach that decouples the stage of enterprise digital diagnostics from the selection of a specific technology package. It is proved that even under identical resource limits, the composition of a digital portfolio must adapt qualitatively to the operational bottleneck: for issues related to versioning and configurations, PDM/PLM and CAD/CAE are prioritized, whereas CRM/VoC and workflow solutions prove more efficient in addressing unstable market feedback. Testing the methodological approach using data from Ukrainian enterprises confirmed its practical efficacy. The study substantiates the expediency of phased digital package implementation via a 90-day piloting cycle featuring gate control (GO, HOLD, RECYCLE, KILL), process KPI measurement, and subsequent scaling of the solution only upon confirming operational, economic, and organizational impacts.

Keywords: innovation activity; digital transformation; new product development; operational processes; digital loop; product lifecycle management; digitalization efficiency.

Fig.: 3. Tabl.: 6. Formulae: 15. Bibl.: 23.

Marynenko Nataliia Yu. – Doctor of Sciences (Economics), Professor, Professor, Department of Economics and Finance, Ternopil Ivan Pului National Technical University (56 Ruska Str., Ternopil, 46001, Ukraine)
Email: [email protected]
Synoverskyi Nazar I. – Applicant, Department of Economics and Finance, Ternopil Ivan Pului National Technical University (56 Ruska Str., Ternopil, 46001, Ukraine)
Email: [email protected]

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