JOURNAL ARTICLE

Why the Digital Product Model Beats Project-Based Approaches.

  • Published In: Harvard Business Review, 2026, v. 104, n. 2. P. 96 1 of 3

  • Database: Business Source Ultimate 2 of 3

  • Authored By: Nelson, Ryan; Davenport, Thomas H. 3 of 3

Abstract

The article focuses on the shift from traditional IT project management to digital product management, emphasizing the benefits of permanent, cross-functional teams that manage digital offerings over the long term. It highlights how companies like The New York Times, CarMax, and Capital One have successfully adopted this approach by creating product visions, empowering teams, and building supporting infrastructure, resulting in improved innovation, faster time to market, and increased revenue. Unlike project-based models that end after delivery, digital product management involves ongoing investment and continuous iteration based on user feedback and business outcomes. The transition requires a multiyear commitment and organizational change, with leadership playing a critical role in fostering a product-oriented mindset.

Additional Information

  • Source:Harvard Business Review. 2026/03, Vol. 104, Issue 2, p96
  • Document Type:Article
  • Subject Area:Economics
  • Publication Date:2026
  • ISSN:0017-8012
  • Accession Number:191435164
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