Product Management

Abstract

The foregoing chapter has emphasised the importance of existing skills and capabilities available to the firm — assessed through auditing — and has suggested technological forecasting as a means whereby an attempt can be made to gauge emerging market opportunities. Ideally, the end result of these activities should be the continuous and systematic adjustment of the firm’s resources to its emerging environment through the link of the product it sells. This, however, raises the crucial issue of how these products are to be most effectively managed. It is to this problem we now turn, paying particular attention to the role of the product-manager system.