Využití produktového managementu jako efektivního nástroje řízení velkých společností a korporací
Title Alternative:Product Management as an ultimate tool for operating large and major enterprises
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Date
2008
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Publisher
Technická Univerzita v Liberci
Abstract
Produktový management a s ním spojené řízení velkých společností a korporací nejsou záležitostí novou. V zahraničí má tento typ řízení tradici bezmála osmdesáti let. V této práci jsem se však zaměřil na to, jak vypadá produktový management dnes, pro jaké firmy je vhodný a jaké kroky by měla firma udělat, pokud chce úspěšně zavést produktové oddělení. Zároveň jsem popsal jednotlivá úskalí práce samotných produktových manažerů a to zejména v kontextu poslední doby charakteristické bouřlivým rozvojem informačních a komunikačních technologií. Díky výzkumu provedenému mezi českými společnostmi se mi navíc podařilo získat přehled o využití produktového managementu v českých podmínkách. Závěry vyvozené z tohoto výzkumu jsem porovnal s informacemi dostupnými v zahraniční literatuře a doplnil o vlastní zkušenosti získané v době mé praxe v produktovém oddělení společnosti GTS Novera, a.s. Pro tuto společnost jsem pak s využitím výsledků výzkumu navrhl optimalizaci začlenění a vnitřní struktury produktového oddělení.
Product management as a tool for operating large and major enterprises is not any hot new. This type of management has almost 80-year tradition in the abroad. However, in this thesis I have focused mainly on how the product management looks today, for which companies it is appropriate and which steps should a company make, if it wants to implement product department successfully. I have also described many different aspects of product manager´s job, particularly in context of recent years which are characterized by rapid advancement of information and communication technologies. Besides, thanks to the research I had done among Czech companies, I have acquired a view about the use of product management under Czech circumstances. I compared the results of this research with information from available foreign literature and added my own experience gained during my practice in the product department of GTS Novera company. Finally, I have designed the optimization of integration and internal structure of the product department for this company, with the use of the research results.
Product management as a tool for operating large and major enterprises is not any hot new. This type of management has almost 80-year tradition in the abroad. However, in this thesis I have focused mainly on how the product management looks today, for which companies it is appropriate and which steps should a company make, if it wants to implement product department successfully. I have also described many different aspects of product manager´s job, particularly in context of recent years which are characterized by rapid advancement of information and communication technologies. Besides, thanks to the research I had done among Czech companies, I have acquired a view about the use of product management under Czech circumstances. I compared the results of this research with information from available foreign literature and added my own experience gained during my practice in the product department of GTS Novera company. Finally, I have designed the optimization of integration and internal structure of the product department for this company, with the use of the research results.
Description
katedra: KIN; přílohy: CD-R; rozsah: 55 s., 5s. příloh
Subject(s)
produktový, segmentový, management, manager, specialista, product, segment, management, manager, specialist