The article explores how combining Customer Relationship Management (CRM) and Product Development Management (PDM) can lead to successful new product development. By focusing on reducing time to market and using new technologies, companies can gain a competitive edge and establish industry standards. It is crucial to balance CRM and PDM to achieve financial success in new product development. The study also looks at how Critical Chain Project Management practices impact portfolio management performance and NPD outcomes, especially in emerging economies like Brazil. The research provides insights into consumer relationships, growth strategies, and future research directions.