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A Comparative Analysis of Classical Product Development Systems and the Customer Development-Driven System
Zvarych R. I., Lisovych T. Y.

Zvarych, Roman I., and Lisovych, Taras Yu. (2025) “A Comparative Analysis of Classical Product Development Systems and the Customer Development-Driven System.” Business Inform 10:221–228.
https://doi.org/10.32983/2222-4459-2025-10-221-228

Section: Information Technologies in the Economy

Article is written in Ukrainian
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UDC 005.8:004.8:339.1

Abstract:
The contemporary development of the digital economy drives a transformation in approaches to creating user-behavior-focused products and establishes a new logic of international competition in the IT sector. This article provides a comparative analysis of classical development systems (Waterfall, V-Model), agile methodologies (Agile, Scrum, Kanban), and the Customer Development system with the integration of artificial intelligence (AI/ML). The authors explore the evolution of the user’s role from a passive consumer of outcomes to an active co-creator of the product, and under current conditions, to a behavioral partner in the innovation system. The study shows that classical development systems are gradually losing their effectiveness in the modern global environment due to rigid stage sequences, limited flexibility, and the lack of continuous user feedback. Such an approach prevents rapid adaptation to dynamic market changes, cultural differences, and varied consumer behavior models in international markets. In contrast, systems based on the principles of Customer Development enable IT companies to integrate behavioral analytics with agile development processes, creating products that continuously evolve through user interaction. A conceptual model of Customer Development is proposed as a behavioral system for the co-evolution of users and products, strengthened by the analytical capabilities of artificial intelligence. This approach not only improves the accuracy of predicting consumer needs but also establishes conditions for the systemic growth of international companies that leverage behavioral insights to expand into new markets. Integrating AI/ML into the development process fosters the creation of culturally adaptive and behaviorally relevant solutions, lowering entry barriers to new markets and enhancing the global competitiveness of IT companies. The use of behavioral analytics and personalized strategies enables predicting user needs across different countries, ensuring sustainable interaction based on trust, local identity, and technological ethics. The research findings can be applied by product managers, analysts, and heads of innovation departments to develop data-driven strategies for product creation and behavioral localization in international contexts. This supports enhancing the efficiency of digital transformation processes, adapting business models to cultural contexts, and the sustainable growth of IT companies in the global economy.

Keywords: Customer Development system, consumer behavioral systems, artificial intelligence (AI/ML), digital products, agile development methodologies, international markets, global competitiveness.

Tabl.: 2. Bibl.: 17.

Zvarych Roman I. – Postgraduate Student, Department of Management and International Entrepreneurship, Scientific-Educational Institute of Economics and Management of the Lviv Polytechnic National University (5 Mytropolyta Andreia Str., Lviv, 79013, Ukraine)
Email: [email protected]
Lisovych Taras Yu. – Candidate of Sciences (Economics), Associate Professor, Associate Professor, Department of Management and International Business, Scientific-Educational Institute of Economics and Management of the Lviv Polytechnic National University (5 Mytropolyta Andreia Str., Lviv, 79013, Ukraine)
Email: [email protected]

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