Theoretical approaches to product strategy development in IT companies

The article is devoted to systematization and theoretical justification of approaches to the development of product strategy in IT companies in a digital economy. The relevance of the study is due to increased competition in technology markets, a reduction in the life cycles of digital products and the need for managed development of product portfolios. In the paper, the product is considered not as a static result of development, but as a dynamic asset formed at the intersection of marketing, innovation and strategic management decisions. Based on the analysis of domestic and foreign studies, the key provisions of marketing, innovative and strategic approaches that determine the logic of forming the product strategy of an IT company were identified. It is shown that the stability and long-term competitiveness of IT companies are ensured by the integration of value understanding of the product, process management of innovations and portfolio strategic analysis.