Abstract
The methodology of creating, supporting and implementing investment projects in construction has undergone many changes, from the use of industrial technologies of the late 20th century with strict compliance on standards of livability to the analogues of foreign premium projects with bright advertising slogans. Currently, development is experiencing the need to form a holistic image of the product, precisely tailored to the needs and interests of the end consumer. Similar to the project management in IT and FMCG sectors, there is a demand in real estate development for a new role unit - product manager or a productologist. The article provides a rationale for the proposed functional model of a specialist who will give a new impetus to development companies and enrich the benefits of development projects with exactly those values which form a comfortable and environmentally friendly urban environment.
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