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An Empirical Study of Product Management in Australia

Author

Listed:
  • P. L. Dawes

    (Department of Management, University of Wollongong.)

  • P. G. Patterson

    (School of Business and Public Administration, Mitchell C.A.E.)

Abstract

This study examines the use of the product management system in Australia, the nature of the product manager's rôle, and product manager perfor Mance. Responses from 201 senior marketing executives showed that product managers are now used in many different types of industries. Factor analysis revealed that product managers typically perfor M four basic rôles: (a) coöordination/implementation; (b) short-term analysis/forecasting; (c) long-term/strategic planning and, (d) product development. The results show that marketing executives do not view these rôles to be of equal importance. Importance-perfor Mance analysis indicated that the perfor Mance of product managers varied considerably across these four rôles.

Suggested Citation

  • P. L. Dawes & P. G. Patterson, 1987. "An Empirical Study of Product Management in Australia," Australian Journal of Management, Australian School of Business, vol. 12(2), pages 237-261, December.
    • Handle: RePEc:sae:ausman:v:12:y:1987:i:2:p:237-261
    DOI: 10.1177/031289628701200206
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    References listed on IDEAS

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    1. Giese, Thomas D. & Weisenberger, T. M., 1982. "Product manager in perspective," Journal of Business Research, Elsevier, vol. 10(3), pages 267-277, September.
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