“…Generally accepted technical and organizational reasons for low productivity in Russian companies include lack of staff and management motivation, low level of organizational and production culture, defective labour management, and undeveloped benchmarking, to name the few (Dolzhenko & Malyshev, 2019;Mikheeva, 2016). All of these reasons share the common base of attitude towards initial stages of product life cycles centered on costs and outcomes, and stress on production, while ignoring final outcomes of activities and viability of the actions.…”