Lidský faktor v produktovém managementu

Abstract

My thesis is aimed at a human factor which intensifies or reduces the effectivity of product oriented marketing, which is designated as product management. Competitive advantage of a product and product brand strength are largely the work of product managers and brand managers as in many organizations they are the very responsible for planning activities for dedicated part of a product portfolio, both in the strategic and tactical-operational roles. At present there is quite a vast diversity in characteristics of role profiles of these managers, which is defined by different approaches of job description designers as well as by real differences that are connected with the character and behaviour of organizations which employ product managers.

As a main aim of my scientific research the following was stated: verification and functionality of object marketing organization in corporal routine in the Czech Republic, its extent of applying in the most common form of product management quantification, analysis of product management state in segments of organizations with pre-defined characteristics, identification of product and brand manager position part and expression and qualification of all relevant characteristics of these key staff members who are directly in charge of success of the brand or the product in the market.

To deal with this issue interdisciplinary approach were used. For succeeding empiric research both quantitative and qualitative methodology were used. The results of both phases confirm the fulfillment of science and research aims that were stated in the beginning. The research showed that product management is current organizational structure in more than 80 % of organizations. It also proved that implementation role of employees in a product oriented organization prevails over coordination role with the exception of activities aimed at collecting and processing data for marketing analysis. A cross section analysis of a role profile of employees in position “product manager” and “brand manager“ was performed. Diversity of the prevailing roles in the new product development process and planning process in selected organizations were identified and proved by statistic verification. The research showed the similarity of scope of employment and accord of qualification, knowledge, skills, capabilities and psychological requirements on product and brand managers.

The data obtained by studying and empiric research were used in the application part of my work, where type positions of „product manager“ and „brand manager“ were stated. These were not standardised in the Czech Republic yet. Also a modification of a type position of a product manager who is in charge of the whole process of new product development control was created. A scheme of crucial influence factors which reflect the added value of product management and link between these factors was presented as a base for further interdisciplinary scientific research.

For the conclusion a requirement to direct corporal routine to appropriate implementation of the competency-based human resource management in the issue of human factor in product management was formed.