PRODUCT MANAGERS FOR THE DIGITAL AND COLLABORATIVE AGE

Purpose: The objectives of the research are (1) to identify the key universal competencies (qualities, personal characteristics and abilities to carry out professional activities successfully) of product managers to work in digital and collaborative environment successfully, as well as to (2) create effective training program based on human-centered design and project based learning approaches for development of these competencies. Design/methodology/approach: The key universal competencies were identified and validated with the means of in-depth interviews and working day observation of 57 experienced product managers and using content analysis and expert assessment. The training program based on design thinking and project based learning approaches to develop such competencies of nascent product managers was created. To evaluate the effectiveness of the program the pre- and post-surveys of the 20 nascent product managers were administered with 95% response rate. The data was analyses using statistical method, i.e. calculation of the mean, standard deviation, mean difference and a paired t-test. The research was held in 2018 and took 5 months for all stages. Findings: Empirical research revealed the key universal competencies of product managers involved in innovative product development and working in digital and collaborative environment. The design thinking, project based learning in combination of usage of a digital rapid prototyping technique have proven to be effective tools to develop these competencies. Research/practical implications: The competencies identified in our initial research can be used in Assessment Centre method for (1)identifying people who are potentially capable for professional activity in the field of management of innovative product development, and for (2)assessment of existing product managers to evaluate their effectiveness. Originality/value: Presented study demonstrates the set of key universal competencies of product managers and contributes to identify, assess and train people for professional activity in management of innovative product development using agile, lean and system design thinking formats and modern digital rapid prototyping technique.