Chicago, IL, USA USA
Sept. 24, 2012 to Sept. 28, 2012
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.
survey, product management, grounded theory, qualitative research
"What do practitioners mean when they talk about product management?", RE, 2012, 2013 21st IEEE International Requirements Engineering Conference (RE), 2013 21st IEEE International Requirements Engineering Conference (RE) 2012, pp. 261-266, doi:10.1109/RE.2012.6345812