What are the roles of software product managers? An empirical investigation

Software product management covers both technical and business activities to management of products like roadmaps, strategic, tactical, and release planning. In practice, one product manager is seldom responsible for all these activities but several persons share the responsibilities. Therefore, it is important to understand the boundaries of product managers’ work in managing software products, as well as the impact a product manager has on the company business. The purpose of the study is to clarify what roles of software product managers exist and understand how these roles are interrelated with each other and the whole structure and business of an organization. The study is designed as an interpretative qualitative study using grounded theory as the research method. Based on the gathered data we developed a framework that reveals the role of a product manager in the organization and shows how this role can evolve by extending the level of responsibilities. Using the framework, we identified four stereotypical roles of product managers in the studied organizations: experts, strategists, leaders, and problem solvers. The presented framework shows that product managers’ roles are not limited to the conception of the “mini-CEO.” The results allow product managers and top management to collaborate effectively by assigning responsibilities and managing expectations by having a common tool for understanding the role of product managers in the organization.