What do practitioners mean when they talk about product management?

  • Authors:

  • Kari Smolander

  • Affiliations:

  • Department of Information Technology, Faculty of Technology Management, Lappeenranta University of Technology (LUT), Lappeenranta, Finland

  • Venue:
  • RE '12 Proceedings of the 2012 IEEE 20th International Requirements Engineering Conference (RE)
  • Year:
  • 2012

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Abstract

This industrial experience paper presents the results of a survey with an open-ended question designed to clarify how product management practitioners understand the term product management. The survey was conducted through a public LinkedIn group for a period of nine months. During this timeframe it received 201 responses. The responses were analyzed qualitatively to identify the essential components and properties of product management from the practitioners' viewpoint. In comparison with the existing product management frameworks and definitions, the responses showed a tendency to mix product management and product marketing. Although the respondents had difficulties in naming all product management activities, we identified six that represent the core activities of product managers in the industry. The findings have implications for the evolution of product management frameworks to address the interests of a wider range of product managers and the development of common understanding on the necessary skill sets for the education and recruitment of product managers.