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

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.