Concise 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.
Chapter Three: Organizing People
A major element impinging on product planning activities is how people are organized to carry out these activities. Among the inherent issues, several are important to understand: traditional department responsibilities, general organization structure, team structure, and team roles.
Within the company organization, product planning activities can be the responsibility of various departments. Preference for which department oversees product development and product management activities depends on company history, tradition, and culture, as well as the objectives of the company's product planning activitites. Note that terminology of departments is used due to the fact that departments can serve multiple functions.
Product development may be under the auspices of the technical or marketing side of the organization. This would include research and development (R&D), engineering, and ...