Requirements for Brand Managers and Product Managers Responsible for Competitiveness of Product and Brands
Wroblowská Zuzana
Klíčová slova
brand manager, competitiveness, human resources, knowledge, product management, recruitment
strategy, skills
Abstrakt:
Competitiveness of a product and care of a brand value are mainly the work of product managers
and brand managers who play a major role in creating a competitive advantage of their
companies. The aim of the paper is to present partial results of an independent research and
connect them with the knowledge base of knowledgable management and human factors in
product management. The paper focuses on a set of requirements for qualifications, experience,
knowledge and skills that are imposed on candidates for the position of “Brand Manager”. For
the purposes of defining the research objectives, an assumption was made that a set of requirements
for candidates will prove that brand managers and product managers are knowledgable
workers. In order to meet this goal, the method of content analysis of job advertisements was
used. Secondly, the research was focused on identifying and analysing the differences between
the sets of requirements for product managers and brand managers. The analysis of the texts of
job advertisements resulted in the requirements for knowledge and competency. It provided the
information about what level of education, type and length of practical experience was preferred
for the position of “Brand Manager”. The unexpected result was that the groups of technical
knowledge and work experience of brand managers and product managers had statistically significant
differences. At the end of the article, there are a number of recommendations formulated
for the implementation of recruitment strategy.
Celý článek ke stažení:
Requirements for Brand Managers and Product Managers Responsible for Competitiveness of Product and Brands [PDF soubor] [Velikost souboru: 686.62 KB]
10.7441/joc.2016.03.01
Wroblowská Z.(2016) Requirements for Brand Managers and Product Managers Responsible for Competitiveness of Product and Brands. Journal of Competitiveness, 8 (3), 5-21 https://doi.org/10.7441/joc.2016.03.01
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