Programming product managers for change

A position functioning as a corporate "advocate for the future" may be made accountable for policy and objectives for the future while others in the organization concentrate on shorter-term goals. This is how it could work in marketing.

Saved in:
Bibliographic Details
Published in:Human resource management 1978-07, Vol.17 (2), p.29-38
Main Authors: Zern, Gordon, Manley, Charles A.
Format: Article
Language:English
Subjects:
Advertising
Changes
Corporate planning
Corporate profits
Executives
Managers
Market positioning
Marketing
Organizational change
Product management
R&D
Research & development
Strategic
Strategic planning
Trends
Online Access:Get full text
Tags: Add Tag
No Tags, Be the first to tag this record!
Description
Summary:A position functioning as a corporate "advocate for the future" may be made accountable for policy and objectives for the future while others in the organization concentrate on shorter-term goals. This is how it could work in marketing.
ISSN:0090-4848
1099-050X
DOI:10.1002/hrm.3930170206