there is a case statement, but i think the below is more accurate/efficient/easier to read for what you want.
select
product
,coalesce(t4.price,t2.price, t3.price) as price
from table1 t1
left join table1 t2 on t1.product = t2.product and t2.customer =2
left join table1 t3 on t1.product = t3.product and t3.company =3
left join table1 t4 on t1.product = t4.product and t4.project =1
