The Product Management Function in Marketing: Some Behavioural Aspects of Decision Taking

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Abstract
Reports an investigation of some of the factors that influence product management decisions in consumer goods companies. Looks at a product manager's role in the whole organization, particularly the decision-taking and participatory activity as a response to pressures from the working environment, which depends on perceptions of risk and the company's allocation of rewards. Further develops behavioural hypotheses from theoretical and pragmatic areas – testing them among 34 product managers operating within four large fast-moving consumer goods firms. Concludes that identification of the product manager with his brand is the most crucial factor in favour of the product management system.

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