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Being market-driven requires organizations to build a strong product management capability. Most organizations struggle to create a role in their business that is exclusively geared towards listening to their market. Those who do, gain a better understanding of what drives VALUE, and incorporate that insight into the product development process. In a mid-sized organization, it is the job of the CEO to take feedback from each department and drive the product development process. Unfortunately, most CEOs are so busy with meetings, fire fighting, purchasing, and other important business issues, that they don't leave time to adequately manage product development. This results in many problems.
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