[sql] Can you have if-then-else logic in SQL?

With SQL server you can just use a CTE instead of IF/THEN logic to make it easy to map from your existing queries and change the number of involved queries;

WITH cte AS (
    SELECT product,price,1 a FROM table1 WHERE project=1   UNION ALL
    SELECT product,price,2 a FROM table1 WHERE customer=2  UNION ALL
    SELECT product,price,3 a FROM table1 WHERE company=3
)
SELECT TOP 1 WITH TIES product,price FROM cte ORDER BY a;

An SQLfiddle to test with.

Alternately, you can combine it all into one SELECT to simplify it for the optimizer;

SELECT TOP 1 WITH TIES product,price FROM table1 
WHERE project=1 OR customer=2 OR company=3
ORDER BY CASE WHEN project=1  THEN 1 
              WHEN customer=2 THEN 2
              WHEN company=3  THEN 3 END;

Another SQLfiddle.