The Product Manager's Toolkit Methodologies, Processes and Tasks in
Product management is challenging, complex, and often misunderstood. Across the high-tech industry, drastically different duties and responsibilities are attributed to product management professionals. Diverse interpretations regarding the role of pr
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The Product Manager’s Toolkit Methodologies, Processes and Tasks in High-Tech Product Management
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The Product Manager’s Toolkit
Gabriel Steinhardt
The Product Manager’s Toolkit Methodologies, Processes and Tasks in High-Tech Product Management
ISBN 978-3-642-04507-3 e-ISBN 978-3-642-04508-0 DOI 10.1007/978-3-642-04508-0 Springer Heidelberg Dordrecht London New York Library of Congress Control Number: 2009941529 # Springer-Verlag Berlin Heidelberg 2010 This work is subject to copyright. All rights are reserved, whether the whole or part of the material is concerned, specifically the rights of translation, reprinting, reuse of illustrations, recitation, broadcasting, reproduction on microfilm or in any other way, and storage in data banks. Duplication of this publication or parts thereof is permitted only under the provisions of the German Copyright Law of September 9, 1965, in its current version, and permission for use must always be obtained from Springer. Violations are liable to prosecution under the German Copyright Law. The use of general descriptive names, registered names, trademarks, etc. in this publication does not imply, even in the absence of a specific statement, that such names are exempt from the relevant protective laws and regulations and therefore free for general use. Cover design: WMXDesign GmbH, Heidelberg, Germany Printed on acid-free paper Springer is part of Springer Science+Business Media (www.springer.com)
Foreword
Product management in the high-tech industry has always experienced varied interpretation as to its character and internal structure. Often product management is performed informally or in a non-standardized form, and organized differently in each company – commonly located in the marketing department or sometimes in the engineering department. In addition, although the product management profession has existed for many years, there has not been a product management bestpractice or standard that has been globally adopted. This book offers a holistic methodology as a solution to these concerns. Product management is a discipline responsible for product planning (articulating the market problem) and product marketing (generating awareness, differentiation, and demand). Companies have come to appreciate the organizational value of other well-defined professional disciplines, such as project management, quality management, and business analysis as well as the results achieved by the orderly implementation of these disciplines. Accordingly, standardized product management done consistently well can greatly increase the probability of product success and profitability. Product management practitioners frequently perform a broad spectrum of roles with varying responsibilities and skill sets, and communicate with both internal and external stakeholders like sales, marketing communications, engineering, customer support, customers, partners, and suppliers. Identifying the various roles and responsibilities in the product management domain is imperative to understand what needs t
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