This book presents a comprehensive and strategic perspective on product management in today’s dynamic and innovation-driven business environment. It examines how organizations design, develop, position, and manage products to create sustainable competitive advantage. Moving beyond traditional product management concepts, the book integrates strategic thinking, market analysis, innovation frameworks, and data-driven decision-making to help readers understand how successful products are conceived, developed, marketed and managed across their lifecycle.
The book begins with the foundations of product management, explaining the nature of products and product line strategies. It then explores the strategic architecture of value creation, value communication, and value delivery, providing a holistic framework for aligning products with market needs and organizational goals. Subsequent chapters discuss competitive product strategy including segmentation, positioning and product branding. The book also covers product innovation, design thinking, and product development processes. Contemporary approaches such as agile development, lean product management, and prototyping are also examined to help readers understand modern product development practices.
The book further integrates analytical tools and frameworks including product analytics, product pricing strategies, digital analytics, and emerging applications of artificial intelligence in product management. Real-world case studies in the book provide practical insights and encourage critical thinking.
This book will be particularly useful for courses such as Strategic Product Management, Product Strategy, Product Management, Product Innovation and Development, Agile Product Management, Product Analytics offered in MBA, PGDM, Executive MBA and and advanced undergraduate management programs. It will also serve as a valuable reference for product managers, marketing professionals, and entrepreneurs seeking to strengthen their strategic product decision-making skills.
Atanu Adhikari is Professor at Faculty of Marketing, Indian Institute of Management (IIM) Kozhikode, India. He is a Commonwealth Academic Fellow to London Business School, UK, and a Fellow member of Royal Statistical Society London, UK. He has taught as visiting faculty in many business schools abroad and in several IIMs in India including course and executive program on Product Management at IIM Ahmedabad and IIM Bangalore. Dr. Adhikari has designed and conducted several courses in post graduate program, executive education, and management development programs on product management, product strategy, advanced product management, product strategy and analytics. He has trained over 20,000 middle and senior management executives working in Fortune 500 companies, large Indian companies and public sector organizations. He has co-authored several books and has published his work in many national and international peer reviewed academic journals. His books have been published by many leading publishers including Springer. His research work has been selected and presented in number of prestigious international conferences organized by Marketing Science, American Marketing Association, World Congress in Probability and Statistics, Royal Statistical Society and similar academic forums. Dr. Adhikari has received several awards and honours from national and international bodies, which include Academy of Marketing Science USA, Marketing Management Association USA, EFMD Belgium, Oikos International, Switzerland, Ivey Business School, Canada. Professor Adhikari has written several case studies which are available with Ivey publishing and Harvard Business Publishing and are being used in over 300 national and international business schools and universities worldwide.
