Toward an Agile Product Management: What Do Product Managers Do in Agile Companies?

Abstract

The product manager (PM) role is well established in leading technological companies, such as Google, Amazon, Microsoft, and Facebook. PMs are responsible for integrating technical, design, and business perspectives when developing software products and product portfolios. In agile methods (e.g., Scrum), similar responsibilities are linked to the Product Owner (PO) role. In contrast, in large-scale agile, one can find both Product Owners and product managers who sometimes compete. Despite the widespread adoption of the product manager role, the attention toward it in the agile academic community has been surprisingly limited. In this multiple case study, we analyzed 17 interviews with 11 product managers from four agile companies. We found that the PMs facilitated continuous product experimentation and innovation, supported the product teams, and engaged in additional activities to achieve optimal product development. Our summary of the product management activities can guide product managers working in agile companies.