Editorial: Marketing’s Role in the Evolving Discipline of Product Management

Jeffrey D. Shulman (), Olivier Toubia () and Raena Saddler ()
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Jeffrey D. Shulman: UW Foster School of Business, Seattle, Washiington 98105
Olivier Toubia: Marketing Division, Columbia Business School, New York, New York 10027
Raena Saddler: Central Products, Meta, Menlo Park, California 94025

Marketing Science, 2023, vol. 42, issue 1, 1-5

Abstract: Product managers have tremendous power to change lives by setting the priorities for innovation. As the product management discipline continues to evolve and grow in popularity, there is an opportunity to strengthen mutually beneficial connections between the practice of product management and academic marketing research. For product managers, marketing academia can be an untapped knowledge resource. For marketing academics, there is an opportunity to directly influence product managers through creating rigorous and relevant research that will shape the courses taught on this increasingly popular topic. This editorial highlights the opportunity to shape the product management discipline, demonstrates that the marketing literature has a body of knowledge on which further contributions to product management can be based, and shares knowledge gaps that the Marketing Science community is capable of addressing.

Date: 2023
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