• Product Strategy and Management

  • Dec 27 2024
  • Durata: 29 min
  • Podcast

Product Strategy and Management

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  • Riassunto

  • Product Strategy and Management, a marketing textbook, explores the lifecycle of products from initial conception to eventual market withdrawal.

    The book focuses on new product development (NPD), detailing processes from idea generation and screening to testing, commercialisation, and launch strategies. It also examines product portfolio management, using models like the BCG matrix and Shell’s directional policy matrix to assess product positioning and resource allocation.

    Furthermore, the text addresses managing products at various lifecycle stages, including growth, maturity, and decline, highlighting crucial decisions such as product deletion.

    Finally, the book emphasizes the importance of understanding buyer behaviour and aligning product strategy with overall business objectives for sustained competitive advantage.

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