Enterprise Product Management in the Digital World

  • Zornitsa NikolovaEmail author
  • Roumiana Antonova
Conference paper
Part of the Advances in Science, Technology & Innovation book series (ASTI)


In the digital era, businesses in any industry are being transformed fundamentally to stay competitive. Innovation is increasingly shaped by changes in technology, development methodologies, and the ways in which consumers make purchase decisions, demanding changes throughout the entire lifecycle of a digital product. The lifecycle of digital products becomes more and more complex with the need to embrace new business models for creative businesses, including the increasing role of business networks and collaboration to offer related products and services. Product management in the digital world is thus transformed to include data-driven decision making, collaborative ownership, incremental thinking, and continuous learning.


Strategic management Innovation Intrapreneurship Creative business Enterprise product management 


  1. 1.
    Wade, M.: Digital Business Transformation. A Conceptual Framework. IMD website, (June 2015)
  2. 2.
    Christensen, C.: The Innovator’s Dilemma: When New Technologies Cause Great Firms to Fail (Management of Innovation and Change). Harvard Business Review Press, Boston (2000)Google Scholar
  3. 3.
    ISPMA: (2017). Last accessed 11 Sept 2017
  4. 4.
    280 Group Website. Last accessed 20 Aug 2017
  5. 5.
    Gnanasambandam, G., Harrysson, M., Srivastava, S., Wu, Y.: Product Managers for the Digital World. McKinsey Website. (May 2017)
  6. 6.
    LaValle, S., Lesser, E., Shockley, R., Hopkins M.S., Kruschwitz N.: Big Data, Analytics and the Path From Insights to Value. MIT Sloan Management Review, Winter 2011Google Scholar
  7. 7.
    Gourevitch, A., Faeste, L., Baltassis, E., Marx, J.: Data-Driven Transformation: Accelerate at Scale Now. BCG Website. (May 2017)
  8. 8.
    Ries, E.: The Lean Startup: How Today’s Entrepreneurs Use Continuous Innovation to Create Radically Successful Businesses, 1st edn. Crown Business, New York (2011)Google Scholar
  9. 9.
    Gaffney, S., Lin, S., Miller, K., Nilsson, H., Ravala, S., Unnikrishnan, M.: Lean Startup Methodology for Enterprises: How Established Companies Can Leverage Lean Startup Methodology for Sustaining and Disruptive Innovation. Engineering Leadership Professional Program, UC Berkley (2014)Google Scholar
  10. 10.
    Maurya, A.: Running Lean: Iterate from Plan A to a Plan That Works, 2nd edn. O’Reilly, CA (2012)Google Scholar
  11. 11.
    Scrum Guide Website. Last accessed 29 Aug 2017
  12. 12.
    Knapp, J., Zeratsky, J., Kowitz, B.: Sprint: How to Solve Big Problems and Test New Ideas in Just Five Days. Simon & Schuster (2016)Google Scholar
  13. 13.
    Pichler, R.: Strategize: Product Strategy and Product Roadmap Practices for the Digital Age. Pichler Consulting (2016)Google Scholar
  14. 14.
    Reynard, R.:, Last accessed 22 Oct 2017
  15. 15.

Copyright information

© Springer Nature Switzerland AG 2019

Authors and Affiliations

  1. 1.Leanify Ltd.SofiaBulgaria
  2. 2.Faculty of Mathematics and InformaticsSofia UniversitySofiaBulgaria

Personalised recommendations