Product Strategy

  • Hans-Bernd Kittlaus
  • Samuel A. Fricker


The pace of technological change in the past several decades has been faster in the IT industry, specifically in the software sector, than in any other industry. This development makes it necessary for the organizations concerned, both software vendors and corporate IT organizations, regularly to make far-reaching decisions under uncertainty that have considerable financial and even survival consequences. Yet, in spite of the fast pace of change, companies with a clear strategic view are the ones that prove to be successful in the long term. In recent years, SAP, Apple, or PTC have been excellent examples. This does not mean that at these companies all product ideas are succesful or that every product strategy produces the desired results. It does also not mean that strategy definition is strictly top-down without experimentation. However, it does mean that these companies routinely manage to reach agreement on and consistency in their corporate vision, corporate strategy, product strategies (or product platform and family strategies) and more short-term implementation plans by means of iterative processes that sometimes require a great deal of time and effort. So the companies realize faster what works, and what does not work, can avoid waste, and move on in a more focused and more aligned way.


Product Manager Service Level Agreement Customer Segment Market Definition Product Offering 
These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.


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Copyright information

© Springer-Verlag GmbH Germany 2017

Authors and Affiliations

  • Hans-Bernd Kittlaus
    • 1
  • Samuel A. Fricker
    • 2
    • 3
  1. 1.InnoTivumRheinbreitbachGermany
  2. 2.University of Applied Sciences, Northwestern SwitzerlandWindischSwitzerland
  3. 3.Blekinge Institute of TechnologyKarlskronaSweden

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