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This article presents an extensive investigation carried out in two technology-based companies of the São Carlos technological pole in Brazil. Based on this multiple case study and literature review, a method, entitled hereafter IVPM2, applying agile project management (APM) principles was developed. After the method implementation, a qualitative evaluation was carried out by a document analysis and questionnaire application. This article shows that the application of this method at the companies under investigation evidenced the benefits of using simple, iterative, visual, and agile techniques to plan and control innovative product projects combined with traditional project management best practices, such as standardization.

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As críticas recentes à teoria tradicional de gerenciamento de projetos resultaram em uma nova abordagem, denominada Gerenciamento Ágil (GAP). A dificuldade em investiga-la é que não há instrumentos de pesquisa capazes de distinguir sua aplicação em organização ou projeto, o que impede correlação com desempenho. Esta pesquisa teve como objetivo identificar diferenças críticas capazes de caracterizar o uso do GAP. Iniciou-se com uma revisão bibliográfica sistemática para identificar práticas recomendadas em cada abordagem, decompostas em ações, técnicas e ferramentas. Elas foram comparadas entre si e com ações observadas in loco em dois estudos de caso, incorporados, de empresas com excelência reconhecida no uso de cada abordagem: ágil e tradicional. O resultado foi a identificação de seis características críticas que diferenciam o uso de uma ou outra abordagem. Elas podem ser utilizadas para a elaboração de instrumentos de pesquisa, aumentando a precisão da identificação das abordagens em campo: uma contribuição para que o desempenho do GAP possa ser cientificamente verificado.

Purpose – Many publications emphasize the importance of product vision and its contribution to successful product development. However, the current literature lacks a definition. The purpose of this paper is to propose a conceptual model that unites and organizes the definitions of product vision, the construct’s latent components, and demonstrates the relationship of product vision to the existing theories. Design/methodology/approach – The study conducted two exploratory literature reviews to find the initial key concepts, and a systematic literature review to define the product vision construct and identify its components. Findings – This paper proposes a framework that defines product vision through two main elements (textual and visual) and four main properties (concise, challenging, aligned with strategy, and collectively obtained). Research limitations/implications – While the proposed framework constructs a more precise definition of product vision, more research is required to validate the construct in practice. Originality/value – This paper reduces the ambiguity around the definitions of product vision employed in areas such as design management, project management, and product development by proposing an operational definition. This common and useful construct could support the communication and complementarity between these theories.