The Product Management Audit

Abstract

Reports on a survey of how product managers, experiencing increased time pressure, would like to spend their time compared with how they actually spend it. Reviews the changes in the marketing environment currently exerting pressure on the product management system. Explains the implementation of a product management audit. Presents findings from actual audit surveys and shows how one company used an audit to identify and solve problems within its product management organization. Concludes that the product management audit is an excellent tool for producing hard data which may be missed by management by walking around.

Citation

Quelch, J.A., Farris, P.W. and Olver, J. (1992), "The Product Management Audit", Journal of Product & Brand Management, Vol. 1 No. 2, pp. 5-18. https://doi.org/10.1108/10610429210036726