Today’s technological development has shed new light upon the management practiceproduct management and it is considered more important than ever to manage products.Moreover, organisations to a growing extent face external bodies that evaluate them andimpose organisational structures that they need to comply with. Product management isnevertheless characterised with ambiguity, broad definitions and various depictions. Ascattered research field together with practitioners struggle to define the area stress the needto clarify product management structuring. This thesis uses a sensemaking perspective and akaleidoscopic approach in order to capture product management structuring in a fragmentedarea. It means that we investigate what the sensemaking outcome of product management isand why organisational members make sense this way. This thesis has found that productmanagement is understood on two main levels and that the practice comprises bothconsistency and inconsistency on an inter-organisational level. Findings suggest that sharedidentity, strong commitment, cues, metaphors and expectations have influenced consistentunderstandings and crystallised the sensemaking outcome. In addition, product governanceinfluences product management and therefore the sensemaking outcome are inconsistent inseveral structuring elements. The thesis concludes that our contemporary productmanagement practice is comprised with general components that can be structured similarlybut also components that require a customised structuring due to the product governance trait.

Il lavoro approfondisce lo studio della product governance, regola introdotta nel diritto dei mercati finanziari per mezzo della Direttiva 2014/65/Ue (c.d. MiFID II) e della normativa delegata di origine europea. La ricerca prende spunto da un dato problematico, che si concentra sull’evidente disarmonia che investe il governo del prodotto e che lo riguarda con riferimento ad un assetto asimmetrico relativo al proprio grado di enforcement, attualmente sbilanciato verso un’esclusiva risposta di stampo pubblicistico. L’obbiettivo è di condurre un approfondimento volto allo sviluppo di un congruo presidio rimediale di natura privatistica, rispondente ai criteri di effettività ed efficienza e che consenta all’investitore deluso di godere di un adeguato spettro di tutela a fronte dell’inadempimento del precetto da parte dell’intermediario. I presupposti metodologici si attestano, innanzitutto, lungo la teorica dei contratti d’impresa, che consente di apprezzare la regola nella sua duplice natura di obbligo organizzativo e di condotta. In termini di reazione dell’ordinamento ad un’applicazione assente o deficitaria della governance, invece, la teoria dei rimedi offre la possibilità di individuare la soluzione più acconcia a seguito della violazione di tale rule. Sulla base di simili premesse teoriche, l’indagine si spinge ad identificare dapprima il termine rimediale demolitorio, modulato attraverso lo stretto legame tra il criterio di meritevolezza e la causa nella sua accezione concreta e, successivamente, l’area della responsabilità contrattuale, declinata in aderenza alla particolare conformazione del governo rispetto a produttore emittente e distributore. Una prospettiva, quella dei rimedi, che non dimentica di affrontare il tema della coercibilità anche attraverso la visuale delle tecniche processuali, che si traducono nelle forme delle azioni risarcitoria, restitutoria e inibitoria collettive.

Business success in software industry is about deploying a product to the right market, with the right features, in the right time with a good quality. Many development projects exceed the budget, is not completed within schedule or do not reach business objectives. One key role managing the business of the product is the software product manager. The software product manager role is though seldom clearly described, competence needed is not always clear and education to become a product manager is today only offered by separate courses provided by some few private initiatives. This thesis uses a qualitative descriptive approach, the purpose with this thesis is to produce further knowledge around the software product manager role. The clarification and structure of the software product manager role is limited in academia; therefore, this research will be combined with an exploratory approach to be able to verify the empirical findings. The thesis also includes observations and data collection from actual job applications to further define the requested competences of a software product manager. This thesis has found that domain competence is the top most important competence for a software product manager. To be able to make success in the role communication skills and analytic skills are most important. The right soft skills are as important as the educated competences. The thesis conclude that the product manager role is wide and it is important to be surrounded with colleagues that support the role were there are lacking of competence in technology, business or market expertise. A successful product manager build network among people, cross-functional teams, around the product and establish an effective way to communicate with those groups. Findings suggest that software companies define the responsibilities and expectations of the product manager role. As important is to support the product manager with the input data needed to be able to perform the product manager activities. By defining the responsibilities and securing the input data needed, the product manager will have a higher probability to produce a result with an impact.