Product Management for Major Accounts – An Opportunity to Differentiate

Product management is a complex process: the effective management and development of products can be a critical factor in determining whether a company will succeed in winning business from the major account market. Four key areas in the process – product definition; product development; demand forecast and resource allocation; and cross‐over strategy – are analysed. The view is then put forward that by involving major account users in a joint product partnership, suppliers can achieve both product and company differentiation.