Clarification of objectives is imperative for the successful introduction of a product management structure in an organization. There are four steps involved in initiating product management. First, the company must assess whether product management is the appropriate organizational form and, if it is appropriate, decide what reporting structure (hierarchy) it will have. Second, the company must clearly specify the responsibilities of product managers as well as other integral members of the system. Third, characteristics of successful product managers must be identified, with suitable personnel recruited for the product management openings. And, fourth, there must be a system for developing and evaluating product managers.
The Impact of New-Product Development
The last major consideration in organizational structure is related to new-product development. Although most product managers spend a significant part of their time on new-product development activities, Best Product Management companies choose to have a separate new-product manager position to handle the specifications and design of products, with the product managers following through with the marketing activities. Although this is less common (and perhaps less desirable if customer input is an afterthought), it is an organizational form that can fit certain needs.
Implementing a Global Structure
Best product management companies product managers should generally be familiar with the global environment for their products if they deal with global suppliers, customers with global locations, or competitors with foreign operations. At minimum, the product manager will be involved in cross-cultural teams charged with leveraging the skills of different parts of a global company located in different parts of the world. Today products are being designed to ensure that a wide variety of models can be built on the same basic platform.
Reducing Hierarchy
Most product managers are part of a marketing or marketing/sales department, usually reporting to a marketing or product management director, a marketing or product management manager, or a vice president of marketing. Product managers frequently have no one reporting to them. In best product management companies, however, product managers might have assistants and associates reporting to them, as well as authority over some functional subordinates. Some product managers have eight or more people reporting to them directly. If there are to be staff under the product manager, it’s usually best to provide information processors, coordinators, or analysts, rather than proliferating pyramids of assistants and associates, creating a hierarchy within a hierarchy.
In larger best product management companies, however, product managers might have assistants and associates reporting to them, as well as authority over some functional subordinates. It’s usually best to provide information processors, coordinators, or analysts, rather than proliferating pyramids of assistants and associates, creating a hierarchy within a hierarchy.
The Impact of New-Product Development
The last major consideration in organizational structure is related to new-product development. Although most product managers spend a significant part of their time on new-product development activities, Best Product Management companies choose to have a separate new-product manager position to handle the specifications and design of products, with the product managers following through with the marketing activities. Although this is less common (and perhaps less desirable if customer input is an afterthought), it is an organizational form that can fit certain needs.
Implementing a Global Structure
Best product management companies product managers should generally be familiar with the global environment for their products if they deal with global suppliers, customers with global locations, or competitors with foreign operations. At minimum, the product manager will be involved in cross-cultural teams charged with leveraging the skills of different parts of a global company located in different parts of the world. Today products are being designed to ensure that a wide variety of models can be built on the same basic platform.
Reducing Hierarchy
Most product managers are part of a marketing or marketing/sales department, usually reporting to a marketing or product management director, a marketing or product management manager, or a vice president of marketing. Product managers frequently have no one reporting to them. In best product management companies, however, product managers might have assistants and associates reporting to them, as well as authority over some functional subordinates. Some product managers have eight or more people reporting to them directly. If there are to be staff under the product manager, it’s usually best to provide information processors, coordinators, or analysts, rather than proliferating pyramids of assistants and associates, creating a hierarchy within a hierarchy.
In larger best product management companies, however, product managers might have assistants and associates reporting to them, as well as authority over some functional subordinates. It’s usually best to provide information processors, coordinators, or analysts, rather than proliferating pyramids of assistants and associates, creating a hierarchy within a hierarchy.