Abstract
AbstractThe contribution presents the materials of the analysis of the modern understanding of the place and purpose of product management. General and specific tasks are defined from the positions of marketing and product management. The regularities of the work organization of product management in companies of different shapes and sizes are studied. The article shows the fundamental differences in the formulation of product management for startups in different types of companies, including: companies that develop new technologies, in large corporations, in small and medium-sized businesses and in entrepreneurship. The key criteria for comparing the organization and implementation of startups in such structures are defined as incentives for the introduction of new products, the priority of the impact on the market of the implemented innovations, as well as an attitude to the associated risks. The priorities, the impact on growth and the problems of implementing product management in such companies are analyzed. Based on the results of the study, conclusions are drawn about the fundamental differences in the formulation of product management in different types of companies when preparing and launching innovative startups. KeywordsInnovation; Product managementStartupTechnology
Published Version
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