Tie your own bow tie : How to make smart product management decisions

Purpose – Reviews the latest management developments across the globe and pinpoints practical implications from cutting‐edge research and case studies. Design/methodology/approach – This briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context. Findings – Product line decisions are tough. No one wants to manage undue complexity. Investment in new products can bring uncertain results. Yet to stand still is to risk stagnation and being overtaken. Executives at Sony know how tough these decisions can be. From creating breakthrough products they have wrestled ever more with the difficulties of being a humble follower, albeit one with eye catching designs. At Apple the business is based on ground breaking new product developments that combine the mind of a marketing genius with nimble technical developers – the Mac, the iPod, and the their entry to a reinvented mobile phone market – all have redefined their marketplace and brought commercial success. Practical implications – Provides strategic insights and practical thinking that have influenced some of the world's leading organizations. Originality/value – The briefing saves busy executives and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy‐to‐digest format.