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Product Management For Dummies
by Brian Lawley Pamela SchureYour one-stop guide to becoming a product management prodigy Product management plays a pivotal role in organizations. In fact, it's now considered the fourth most important title in corporate America—yet only a tiny fraction of product managers have been trained for this vital position. If you're one of the hundreds of thousands of people who hold this essential job—or simply aspire to break into a new role—Product Management For Dummies gives you the tools to increase your skill level and manage products like a pro. From defining what product management is—and isn't—to exploring the rising importance of product management in the corporate world, this friendly and accessible guide quickly gets you up to speed on everything it takes to thrive in this growing field. It offers plain-English explanations of the product life cycle, market research, competitive analysis, market and pricing strategy, product roadmaps, the people skills it takes to effectively influence and negotiate, and so much more. Create a winning strategy for your product Gather and analyze customer and market feedback Prioritize and convey requirements to engineering teams effectively Maximize revenues and profitability Product managers are responsible for so much more than meets the eye—and this friendly, authoritative guide lifts the curtain on what it takes to succeed.
Product Management in Practice: A Practical, Tactical Guide for Your First Day and Every Day After
by Matt LeMayProduct management has become a critical function for modern organizations, from small startups to corporate enterprises. And yet, the day-to-day work of product management remains largely misunderstood. In theory, product managers are high-flying visionaries who build products that people love. In practice, they're hard-working facilitators who bring clarity and focus to their teams.In this thoroughly revised and expanded edition, Matt LeMay provides real-world guidance for current and aspiring product managers. Updated for the era of remote and hybrid work, this book provides actionable answers to product management's most persistent and confounding questions, starting with: What exactly am I supposed to do all day?With this book, you'll learn:What the day-to-day work of product management entails--and how to excel at itWhy no job title or description will resolve the ambiguity of your roleHow to bridge the false dichotomy between "strategy" and "execution"Why the temptation to focus on decks and documentation can be bad for your team (and for you)How to prioritize your time and pick your battles
Product Management in Practice: A Real-World Guide to the Key Connective Role of the 21st Century
by Matt LeMayProduct management has become a critical connective role for modern organizations, from small technology startups to global corporate enterprises. And yet the day-to-day work of product management remains largely misunderstood. In theory, product management is about building products that people love. The real-world practice of product management is often about difficult conversations, practical compromises, and hard-won incremental gains.In this book, author Matt LeMay focuses on the CORE connective skills—communication, organization, research, execution—that can build a successful product management practice across industries, organizations, teams, and toolsets.For current and would-be product managers, this book explores:Real-world tactics for facilitating collaboration and communicationHow to talk to users and work with executivesThe importance of setting clear and actionable goalsUsing roadmaps to connect and align your teamA values-first approach to implementing Agile practicesStories that convey realities of product management in the fieldCommon behavioral traps that turn good product managers bad
Product Management in the Digital Era: Theory and Practice
by Srinivas Pingali Shankar Prakash Kiran Pedada Jyothi R KoremConsumer and industrial products have evolved significantly over the last century, from physical to virtual products, services, and hybrid products. Product management has had to change and adapt to the rapidly changing business environments. This textbook offers an in-depth look into the role, what the job entails, and what skills it requires.Product managers are required to manage the ideation, development, production, marketing, and distribution of a product. This book: highlights the content and skills required to be an effective product manager including strategy, marketing management, technology, project management, and design; provides frameworks for developing and executing effective strategies throughout the life cycle of a product with the help of case studies and examples; highlights the unique considerations and processes underpinning digital product creation; and explores marketing strategies including various channels for digital marketing and how product managers can use these effectively. Detailed and lucid, this book will be of interest to teachers and students of product management, brand management, management, and business studies.
Product Marketing for Technology Companies
by Mark ButjeThe author compresses his twenty years of experience to take a step-by-step approach to the product life-cycle, and covers areas such as:* selecting target markets* creating a positioning statement* writing a financial paragraph* motivating othersthereby demonstrating how to act as a bridge between sales, development and finance.Successfully marketing products for technology companies requires the application of precision marketing techniques, and in this book the author teaches how to focus on the whole product and create real solutions that match the market needs.
Product Planning Essentials
by Kenneth B. KahnConcise yet comprehensive, Product Planning Essentials addresses the complex, interdisciplinary nature of product development and product management. It covers strategic issues that emerge during the product life cycle, including identifying opportunities, idea generation and evaluation, technical development, commercialization, and eventual product dismissal. Special topics include public policy, international issues, and intellectual property. An interesting summary of product development best practices from several companies appears at the end of the book. Instructors, students and practitioners will appreciate the balanced managerial and how-to orientation.
Product Planning Essentials
by Kenneth B. KahnConcise yet comprehensive, Product Planning Essentials, Second Edition, addresses the complex, interdisciplinary nature of product development and product management. It covers strategic issues that emerge during the product life cycle, including identifying opportunities, idea generation and evaluation, technical development, commercialization, and eventual product dismissal. Instructors, students, and practitioners will appreciate the balanced managerial and how-to orientation. Changes to the Second Edition • Addition of two chapters on design and legal considerations. • Expanded discussion of global considerations to introduce sustainable product development and Base of the Pyramid (BoP) product development. • Simplified technical discussions of planning techniques for improved comprehension. • Inclusion of product planning best practices from recent noteworthy cases and studies in the final chapter.
Product Portfolio Management at Genentech
by Jamie Gresh Kevin A SchulmanGenentech, long the darling of the biotechnology industry, was acquired by Swiss pharmaceutical company Roche in 2009. The combined company retains the name Genentech in the US, but must now move to achieve the promises made at the time of this merger-to build from made Genentech great. One of the key tasks for Genentech CEO Ian Clark and CFO Ashraf Hanna was to implement a new portfolio management process for the combined entity. This case explores the goals of the portfolio management process, and allows students to actively participate in the portfolio management exercise. The case includes cost and income projections for 12 products that need to be reviewed and approved.
Product Portfolio Management at Genentech
by Jamie Gresh Kevin A SchulmanGenentech, long the darling of the biotechnology industry, was acquired by Swiss pharmaceutical company Roche in 2009. The combined company retains the name Genentech in the US, but must now move to achieve the promises made at the time of this merger-to build from made Genentech great. One of the key tasks for Genentech CEO Ian Clark and CFO Ashraf Hanna was to implement a new portfolio management process for the combined entity. This case explores the goals of the portfolio management process, and allows students to actively participate in the portfolio management exercise. The case includes cost and income projections for 12 products that need to be reviewed and approved.
Product Portfolio Management at Genentech
by Jamie Gresh Kevin A SchulmanGenentech, long the darling of the biotechnology industry, was acquired by Swiss pharmaceutical company Roche in 2009. The combined company retains the name Genentech in the US, but must now move to achieve the promises made at the time of this merger-to build from made Genentech great. One of the key tasks for Genentech CEO Ian Clark and CFO Ashraf Hanna was to implement a new portfolio management process for the combined entity. This case explores the goals of the portfolio management process, and allows students to actively participate in the portfolio management exercise. The case includes cost and income projections for 12 products that need to be reviewed and approved.
Product Proliferation and Preemption
by Adam Brandenburger Vijay KrishnaExamines whether product proliferation can be used as a preemptive device--as alleged in the FTC's 1982 complaint against four manufacturers of ready-to-eat cereals.
Product Recall Management: Preparation, Execution and Recovery (Science meets Practice)
by Sascha Raithel Setareh Heidari Jan von Schlieben-TroschkeProduct recalls affect thousands of products globally each year, impacting millions of customers and causing severe consequences for companies. For instance, Takata’s airbag recall cost $25 billion and led to bankruptcy. Similarly, a viral video showing a Kryptonite bike lock easily broken damaged customer trust significantly. Effective recall management is crucial. It involves addressing supply chain, production, legal, and customer relationship aspects, with marketing playing a key role. A well-managed recall limits company damage and protects customers, while also considering investors, regulatory agencies, policymakers, and the public. This book offers guidance on developing a recall strategy, communicating safety risks, and restoring trust post-crisis. It provides detailed recommendations for recall management across different phases, with insights into consumer goods, food, and automotive sectors, and shows the broader impact of product defects. This book is a practical toolkit for managers, backed by current research and real-world case studies, ensuring effective navigation through product recalls.
Product Release Planning: Methods, Tools and Applications
by Guenther RuheBusiness success hinges on successfully creating products with the right features. You must correctly analyze the needs of the customer and match these needs with your resources to not only produce a product and but also deliver it in a timely manner. An in-depth understanding of systematic release planning can put you on this path. Authored by ren
Product Reliability, Maintainability, and Supportability Handbook
by Michael PechtCompetitive product development is all about reliability, maintainability, and supportability and the earlier that these factors are considered the better. Edited by a mechanical engineer known for his work in product development, reliability, packaging, and supply chain efficiency, this invaluable bestselling resource is now updated to include new optimization methods, as well as the IEEE standards 1332 and 1413 on reliability and reliability prediction. The text presents the latest software tools for reliability evaluation as well as emerging techniques, such as up-rating, burn-in, and screening methods. It also explores the physics of failure in design and testing and the integration of reliability with business considerations.
Product Research Rules: Nine Foundational Rules For Product Teams To Run Accurate Research That Delivers Actionable Insight
by C. Todd Lombardo Michael Connors Aras BilgenDigital product research doesn't have to be difficult, take a long time, or cost a lot of money. Nor should it be a job solely for scientists or expert researchers. In this practical book, Aras Bilgen, C. Todd Lombardo, and Michael Connors demonstrate how your entire team can conduct effective product research within a couple of weeks--easily, cheaply, and without compromising quality.Drawing from decades of experience in product development, the authors lay out nine simple rules that combine user research, market research, and product analytics to quickly discover insights and build products customers truly need.Recognize and avoid common research pitfallsSwitch to the insight-making mindset that underlies all successful research effortsFind out how to look at data, formulate the right questions, and pick the right research methodLearn interview techniques and research skillsAnalyze for insights collaboratively while avoiding biasInspire action with your insights through powerful presentations and prototypesLearn how to involve a wide variety of stakeholders in research, from developers to executivesDiscover how you can make research a habit, not a one-off effort
Product Research: The Art and Science Behind Successful Product Launches
by John A. Cafeo N. R. RaghavanThis book is a collection of research papers to be presented at the GM R&D India Science Lab workshop on Art and Science of Product Development held at Bangalore, India. Leading researchers from around the world, and from within GM, present some of their latest research and experience around methodologies and analytics that we believe, are very critical to any product development activity. This book has articles in four major pillars of product development research: a, uncertainty modeling and information integration; b, role of behavioral research in understanding customer requirements and designing products; c, advanced analytical approaches for identifying voice of the customer; and d, human centered decision making and its role in product development.
Product Roadmaps Relaunched: How to Set Direction while Embracing Uncertainty
by C. Todd Lombardo Evan Ryan Michael Connors Bruce McCarthyA good product roadmap is one of the most important and influential documents an organization can develop, publish, and continuously update. In fact, this one document can steer an entire organization when it comes to delivering on company strategy.This practical guide teaches you how to create an effective product roadmap, and demonstrates how to use the roadmap to align stakeholders and prioritize ideas and requests. With it, you’ll learn to communicate how your products will make your customers and organization successful.Whether you're a product manager, product owner, business analyst, program manager, project manager, scrum master, lead developer, designer, development manager, entrepreneur, or business owner, this book will show you how to:Articulate an inspiring vision and goals for your productPrioritize ruthlessly and scientificallyProtect against pursuing seemingly good ideas without evaluation and prioritizationEnsure alignment with stakeholdersInspire loyalty and over-delivery from your teamGet your sales team working with you instead of against youBring a user and buyer-centric approach to planning and decision-makingAnticipate opportunities and stay ahead of the gamePublish a comprehensive roadmap without overcommitting
Product Safety and Liability Law in Japan: From Minamata to Mad Cows
by Luke NottageDeveloping insights from a number of disciplines and with a details analysis of legislation, case law and academic theory, Product Safety and Liability Law in Japan contributes significantly to the understanding of contemporary Japan, its consumers and its law. It is also of practical use to all professionals exposed to product liability regimes evolving in Japan and other major economies.
Product Stewardship in Action: The Business Case for Life-cycle Thinking
by Helen LewisProduct Stewardship in Action describes how and why leading companies are taking responsibility for the environmental impact of their products and packaging. Product stewardship, often referred to as "extended producer responsibility" or EPR, is the idea that everyone that benefits commercially from a product, including manufacturers, distributors and retailers, has a shared responsibility to minimize its environmental impacts. Written primarily for a business audience, it draws on the knowledge and experience of industry practitioners and other experts to provide a structured approach to product responsibility within firms. This will help those new to the field, as well as more experienced practitioners, to develop an effective response to stakeholder concerns about the environmental impacts of their products and packaging. Unlike other resources on product stewardship and EPR, which tend to focus on the design or evaluation of public policy, this book highlights the business case for action. It argues that companies can achieve "shared value" — both public and commercial value — when they take a proactive and knowledge-based approach to the life-cycle management of their products. Product Stewardship in Action focuses on product stewardship as an effective business strategy rather than a philanthropic exercise. To be effective it needs to be based on a good understanding of product impacts and stakeholder concerns, and the risks and opportunities that these present to the business. The most effective responses will be those that address material issues in the product life-cycle while supporting the achievement of other corporate goals and priorities.
Product Team Cialis: Getting Ready to Market
by Elie OfekLilly and ICOS are preparing for the launch of a new drug, Cialis, to compete against Viagra. To position against the incumbent firm Pfizer, which developed and markets Viagra, and other newcomers into the erectile dysfunction market, they must determine how best to segment the market and which target market to focus on. The marketing plan should take advantage of Cialis's medical profile. In particular, they must pay special attention to the communication strategy to patients, physicians, and partners. The analysis, plan, and action should take into account extensive market research and recent competitive developments. Includes color exhibits.
Product Team Cialis: Getting Ready to Market
by Elie OfekLilly and ICOS are preparing for the launch of a new drug, Cialis, to compete against Viagra. To position against the incumbent firm Pfizer, which developed and markets Viagra, and other newcomers into the erectile dysfunction market, they must determine how best to segment the market and which target market to focus on. The marketing plan should take advantage of Cialis's medical profile. In particular, they must pay special attention to the communication strategy to patients, physicians, and partners. The analysis, plan, and action should take into account extensive market research and recent competitive developments. Includes color exhibits.
Product Variety in Automotive Industry
by Marco GuerzoniThis book is about the history of product variety in the US automotive industry from the black Ford-T to hot-rodders and easy-riders up to latest trends. It focuses on the dual structure of automotive industry in the United States: on one hand, relatively few and large companies producing cars that apparently achieve a degree of market power through product differentiation, and on the other hand, a relatively small niche market with distinct and smaller producers offering specialty equipment to enhance the performance, appearance, and handling of vehicles. The book presents novel results from an in-depth study with implications for both economic theory and the management of product variety.