A termékmenedzser-szerepkör elvárásainak feltárása a magyar szoftverpiac példáján keresztül

Szerzők

DOI:

https://doi.org/10.14267/VEZTUD.2024.07-08.03

Kulcsszavak:

termékmenedzser, szoftverpiaci elvárások, tartalomelemzés, készségek, feladatkörök

Absztrakt

A szoftverpiacon az érdekelt felek (stakeholder oldal) igényeinek a szem előtt tartása kiemelt jelentőségű lett. Ennek eredményeképpen a termékmenedzserek ma már kulcsszerepet töltenek be az IT-projektekben a stakeholder igények, az üzleti célkitűzéseknek és a rendelkezésre álló technológiai megoldások ismeretek birtokában. Jelen cikk elméleti része a termékmenedzser-szerepkör kialakulásának és feladatainak áttekintését foglalja össze. Ezután LinkedIn álláshirdetések (n=212) tartalomelemzésével tárja fel, hogy az IT-piac milyen elvárásokat támaszt a termékmenedzser-szereplők irányába. Az eredmények részletesen bemutatják azokat az alapvető készségeket és feladatköröket, amelyeket a vállalatok gyakran kiemelnek az álláshirdetésekben, így elsajátításuk kiemelten fontos. Két készség, a vezetés és az aktív figyelem, esetén a statisztikai számítások alátámasztották, hogy ezen készségek a cégméret növekedésével egyre fontosabbak a vállalatok számára. Továbbá az is elmondható, hogy a mikro- és kisvállalatok életében sokkal fontosabb a kooperáció. A cikk eredményei hasznos útmutatást nyújthatnak a jövő termékmenedzsereinek.

Letöltések

Letölthető adat még nem áll rendelkezésre.

Szerző életrajzok

Andrea Sipos

Termékfejlesztési szakértő

Bálint Szabó, Budapesti Műszaki és Gazdaságtudományi Egyetem

egyetemi adjunktus

Hivatkozások

Aaker, D.A., & Joachimsthaler, E. (2012). Brand leadership. Simon and Schuster.

Aimé, I., Berger-Remy, F., & Laporte, M.E. (2018). Lessons from nearly a century of the brand management system. Journal of Historical Research in Marketing, 10(4), 420–450. https://doi.org/10.1108/JHRM-06-2017-0026

Banfield, R., Eriksson, M., & Walkingshaw, N. (2017). Product leadership: How top product managers launch excellent products and build successful teams. O’Reilly Media.

Berander, P., & Andrews, A. (2005). Requirements Prioritization. In Aurum, A., & Wohlin, C. (Eds.), Engineering and Managing Software Requirements (pp. 69-94). Springer. https://doi.org/10.1007/3-540-28244-0_4

Brem, A., & Wolfram, P. (2014). Research and development from the bottom up-introduction of terminologies for new product development in emerging markets. Journal of Innovation and Entrepreneurship, 3(1), 1–22. https://doi.org/10.1186/2192-5372-3-9

Chisa, E. (2014). Evolution of the product manager. Communications of the ACM, 57(11), 48–52. https://doi.org/10.1145/2669480

Cummings, W.T., Jackson Jr, D.W., & Ostrom, L.L. (1984). Differences between industrial and consumer product managers. Industrial Marketing Management, 13(3), 171–180. https://doi.org/10.1016/0019-8501(84)90030-0

Dingsøyr, T., Nerur, S., Balijepally, V., & Moe, N.B. (2012). A decade of agile methodologies: Towards explaining agile software development. Journal of Systems and Software, 85(6), 1213–1221. https://doi.org/10.1016/j.jss.2012.02.033

Drisko, J.W., & Maschi, T. (2016). Content analysis. Pocket Guide to Social Work Re. DOI. (2023). Competency Dictionary. U.S. Department of the Interior. https://www.doi.gov/sites/doi.gov/files/competency-dictionary-jan-2023-508-compliant.pdf

Ebert, C. (2007). The impacts of software product management. Journal of Systems and Software, 80(6), 850–861. https://doi.org/10.1016/j.jss.2006.09.017

Ebert, C., & Brinkkemper, S. (2014). Software product management – An industry evaluation. Journal of Systems and Software, 95, 10–18. https://doi.org/10.1016/j.jss.2013.12.042

Eriksson, M. (2011). What, exactly, is a Product Manager? Mind the Product. https://www.mindtheproduct.com/what-exactly-is-a-product-manager/

EUR-Lex. (2003). Document L:2003:124:TOC. Official Journal of the European Union, 46(124), 54.

Fernandes, M.F. (2016). Competency Profiling for Product Managers [ISCTE University Institute of Lisbon]. https://repositorio.iscte-iul.pt/bitstream/10071/14065/1/Dissertação_Mariana_Fernandes_67880.pdf

Finch, D.J., Levallet, N., McIntyre, S.M., & Pyde, K. (2023). What makes a product manager? A dynamic capabilities view of product management. International Journal of Product Development, 27(3), 213–244. https://doi.org/10.1504/IJPD.2023.133056

Gorchels, L. (2003). Transitioning from engineering to product management. Engineering Management Journal, 15(4), 40–47. https://doi.org/10.1080/10429247.2003.11415224

Grützner, T., Schnider, C., Zollinger, D., Seyfang, B.C., & Künzle, N. (2016). Reducing time to market by innovative development and production strategies. Chemical Engineering & Technology, 39(10), 1835–1844. https://doi.org/10.1002/ceat.201600113

HIPA. (2018). Information and communication technology sector in Hungary. Hungarian Investment PromotionAgency report. https://hipa.hu/images/publications/hipa-ict-in-hungary_2018_09_20.pdf

Hise, R.T., & Kelly, J.P. (1978). Product Management on Trial: Its Advantages and Disadvantages… and what can be Done to Improve it. Journal of Marketing, 42(4), 28–33. https://doi.org/10.1177/002224297804200404

Jindal, R.P., Sarangee, K.R., Echambadi, R., & Lee, S. (2016). Designed to Succeed: Dimensions of Product Design and Their Impact on Market Share. Journal of Marketing, 80(4), 72-89. https://doi.org/10.1509/jm.15.0036

Kaganski, S., Majak, J., Karjust, K., & Toompalu, S. (2017). Implementation of Key Performance Indicators Selection Model as Part of the Enterprise Analysis Model. Procedia CIRP, 63, 283–288. https://doi.org/10.1016/j.procir.2017.03.143

Kessler, C., & Sweitzer, J. (2007). Outside-in Software Development: A Practical Approach to Building Successful Stakeholder-based Products. Pearson Education.

Kittlaus, H.B. (2017). Software product management: The ISPMA-Compliant Study Guide and Handbook. Springer. https://doi.org/10.1007/978-3-662-65116-2

Kittlaus, H.B., & Clough, P.N. (2009). Software product management and pricing: Key success factors for software organizations. Springer.

Kneuper, R. (2018). Software processes and lifecycle models. Springer.

Lesser, E., & Ban, L. (2016). How leading companies practice software development and delivery to achieve a competitive edge. Strategy & Leadership, 44(1), 41-47. https://doi.org/10.1108/SL-11-2015-0083

Lica, M.D. (2021). The Art of Product Management – a Practical Guide for Product Value Maximization. Resilience and Economic Intelligence Through Digitalization and Big Data Analytics, 412–422. https://doi.org/10.2478/9788366675704-041

Low, G.S., & Fullerton, R.A. (1994). Brands, brand management, and the brand manager system: A critical- historical evaluation. Journal of Marketing Research, 31(2), 173–190. https://doi.org/10.2307/3152192

Luck, D.J. (1969). Interfaces of a product manager. Journal of Marketing, 33(4), 32–36. https://doi.org/10.2307/1248670

Lukassen, C., & Schuurman, R. (2023). Practical Product Management for Product Owners: Creating Winning Products with the Professional Product Owner Stances. Addison-Wesley Professional.

Maglyas, A., Nikula, U., & Smolander, K. (2013). What are the roles of software product managers? An empirical investigation. Journal of Systems and Software, 86(12), 3071–3090. https://doi.org/10.1016/j.jss.2013.07.045

Marta-Lazo, C., González-Aldea, P., & Herrero-Curiel, E. (2018). Professional competencies and profiles in journalism demanded by companies: Analysis of offers at LinkedIn and Infojobs. Communication & Society, 31(4), 211–228. https://doi.org/10.15581/003.31.4.211-228

McElroy, N.H. (1931). Company memo: Marketing – Brand Teams. https://www.mindtheproduct.com/wp-content/uploads/2015/10/McElroyBrandMan.pdf

McGrath, M.E. (2004). Next Generation Product Development: How to Increase Productivity, Cut Costs, and Reduce Cycle Times. McGraw Hill.

McGreal, D., & Jocham, R. (2018). The professional product owner: Leveraging scrum as a competitive advantage. Addison-Wesley Professional.

Parker, A., & Brown, I. (2019). Competencies requirements for cyber security professionals: a content analysis of job descriptions in South Africa. In Information Security: 17th International Conference, ISSA 2018, Pretoria, South Africa, August 15–16, 2018, Revised Selected Papers 17 (pp. 176–192). Springer. https://doi.org/10.1007/978-3-030-11407-7_13

PMI. (2021). Project management body of knowledge (PMBOK Guide) (7th ed.). Project Management Institute. Pranam, A. (2018). Product Management Essentials. Apress. https://doi.org/10.1007/978-1-4842-3303-0

Quiñones, D., Rusu, C., & Rusu, V. (2018). A methodology to develop usability/user experience heuristics. Computer Standards & Interfaces, 59(C), 109–129. https://doi.org/10.1016/j.csi.2018.03.002

Rauniar, R., Doll, W., Rawski, G., & Hong, P. (2008). The role of heavyweight product manager in new product development. International Journal of Operations & Production Management, 28(2), 130–154. https://doi.org/10.1108/01443570810846874

Soratto, J., Pires, D.E.P. de, & Friese, S. (2020). Thematic content analysis using ATLAS. ti software: Potentialities for researchs in health. Revista Brasileira de Enfermagem, 73. https://doi.org/10.1590/0034-7167-2019-0250

Spring, D. (2013). The Globalization of American Advertising and Brand Management: A Brief History of the J. Walter Thompson Company, Procter and Gamble, and US Foreign Policy. Global Studies Journal, 5(4). https://doi.org/10.18848/1835-4432/CGP/V05I04/40869

Springer, O., & Miler, J. (2018). The role of a software product manager in various business environments. In 2018 Federated Conference on Computer Science and Information Systems (FedCSIS) (pp. 985–994). IEEE.

Steinhardt, G. (2017). Defining Product Management. In G. Steinhardt (Ed.), The Product Manager’s Toolkit: Methodologies, Processes, and Tasks in Technology Product Management (pp. 89–96). Springer International Publishing. https://doi.org/10.1007/978-3-319-49998-7_10

Strader, T.J. (2010). Digital Product Management, Technology and Practice: Interdisciplinary Perspectives: Interdisciplinary Perspectives. IGI Global.

Szabó, B., & Hercegfi, K. (2023). User-centered approaches in software development processes: Qualitative research into the practice of Hungarian companies. Journal of Software: Evolution and Process, 35(2), 1–28. https://doi.org/10.1002/smr.2501

Szabó, B., & Ribényi, M. (2018). Az agilis módszertanok megítélése a beosztottak és vezetők szemszögéből. Vezetéstudomány/Budapest Management Review, 49(6), 22–32. https://doi.org/10.14267/veztud.2018.06.03

Torres, T. (2021). Continuous Discovery Habits: Discover Products that Create Customer Value and Business Value. Product Talk LLC.

Tyagi, R.K., & Sawhney, M.S. (2010). High‐performance product management: the impact of structure, process, competencies, and role definition. Journal of Product Innovation Management, 27(1), 83–96. https://doi.org/10.1111/j.1540-5885.2009.00701.x

VersionOne. (2022). 16th Annual State Of Agile Report (Vol. 16, Issue 1). https://info.digital.ai/rs/981-LQX-968/images/AR-SA-2022-16th-Annual-State-Of-Agile-Report.pdf

Wagenblatt, T. (2019). Software Product Management: Finding the Right Balance for YourProduct Inc. In Product Development: The Essential Part of Your Software Product Manager Role (pp. 227–314). Springer. https://doi.org/10.1007/978-3-030-19871-8_5

Downloads

Megjelent

2024-07-11

Hogyan kell idézni

Sipos, A., & Szabó, B. (2024). A termékmenedzser-szerepkör elvárásainak feltárása a magyar szoftverpiac példáján keresztül. Vezetéstudomány Budapest Management Review, 55(7-8), 18–31. https://doi.org/10.14267/VEZTUD.2024.07-08.03

Folyóirat szám

Rovat

Tematikus blokk: PM