Competitiveness of a product and care of a brand value are mainly the work of product managers and brand managers who play a major role in creating a competitive advantage of their companies. The aim of the paper is to present partial results of an independent research and connect them with the knowledge base of knowledgable management and human factors in product management. The paper focuses on a set of requirements for qualifications, experience, knowledge and skills that are imposed on candidates for the position of "Brand Manager". For the purposes of defining the research objectives, an assumption was made that a set of requirements for candidates will prove that brand managers and product managers are knowledgable workers. In order to meet this goal, the method of content analysis of job advertisements was used. Secondly, the research was focused on identifying and analysing the differences between the sets of requirements for product managers and brand managers. The analysis of the texts of job advertisements resulted in the requirements for knowledge and competency. It provided the information about what level of education, type and length of practical experience was preferred for the position of "Brand Manager". The unexpected result was that the groups of technical knowledge and work experience of brand managers and product managers had statistically significant differences. At the end of the article, there are a number of recommendations formulated for the implementation of recruitment strategy.
The purpose of the article: Building a strong brand is difficult, even when viewing brands as an essential asset of the company is a lasting trend. So for brand managers to succeed in their job roles, they must possess knowledge, skills, and relevant personality traits. The purpose of the author's work was to provide the insight into the offering of brand manager's posts in the Czech Republic and to analyze the collected data with the special interest in finding the answer, whether the employers see a brand manager as a knowledge worker. Methodology/methods: For a successful empirical research, the content analysis method by Berelson was used to study the texts in recruitment advertisements. The statistical verification of results was conducted using the chi-squared test. Scientific aim: The goal of the primary survey was to provide answers to the research questions, which arise from the following research assumption: (1) the set of requirements for candidates for the job of Brand Manager will confirm that a brand manager is one of the workers who have skills and personality prerequisites expected for knowledge workers and (2) after the period of economic recession and despite the oncoming recovery, employers do not concede their requirements placed on candidates for the job of Brand Manager. Findings: The results of the actual research project confirmed a fundamental need of excellent communication skills (69.6%), a high degree of creativity (51.8%) and analytical ability (42.9%) of candidates for the position "Brand Manager". During the comparison of the data results gathered in 2007 there were recorded some differences. Statistical verification confirmed the shift of requirements in the group of traits and skills connected to motivation and self-control. The results also showed significant differences in the analysed group of ads for the position of "Brand Manager" and "Product Manager" in almost all groups of psychological requirements. Conclusions: The findings confirmed that employers are looking for workers possessing personal dispositions and skills of knowledge workers. Comparison of frequencies of requirements placed on candidates for the position of "Brand Manager" in 2007 and in 2015 indicates changes, but it does not mean that employers are less demanding. The differences in employers' expectations supported by the set of psychological requirements placed on candidates for the post "Brand Manager" and "Product Manager" inspire the discussion and are the reason for deeper investigation in the role of employees in product management.
A strong brand has become increasingly important for success in global competition across market segments. There is no doubt that to succeed in their job role, brand managers must possess abilities, personality traits and concomitant soft skills that arise from these traits. The staff responsible for the brand management process deserves the attention of the professional community. The purpose of this article is to analyse, compare and discuss requirements for brand managers when they are first approached by their prospective employers in Ukraine and the Czech Republic. The research project was conducted to confirm that innovative and analytical skills are among the most frequent demands that candidates for the post of brand manager are confronted with at the beginning of the recruitment process. Using a summative content analysis, the word/phrase frequency of personality traits and skill requirements in job advertisements was studied. A requirement occurrence comparison between Ukraine and the Czech Republic showed some differences. Creativity requirements were predicted to appear more often in the Ukrainian set of job advertisements due to the emphasis placed in this country on an innovative approach in an internationally competitive environment. The differences in employer expectations supported by a set of psychological requirements placed on candidates for the position of brand manager inspire the discussion of the role the brand manager.
Purpose of the article: The author's interest focuses on human factor of brand managers, as brands and their added value are considered to be among the most important sources of competitive advantage for business in a competitive marketplace. There is no doubt that for succeeding in their job role, brand managers must have knowledge, dispositional traits and concomitant soft skills that arise from these traits. The purpose of the article is to provide the insight into the offering of brand manager posts in the Czech Republic and in the U.S.A. and to analyse the collected data with the special interest in finding the answer whether the employers are searching the brand managers possessing personal dispositions and skills of knowledge workers, and if there is no significant difference in the requirements between the Czech and American recruitment advertisers. Methodology/methods: For a successful empirical research, the content analysis method by Berelson was used to study the texts in the advertisements publicly available on career portals. The statistical verifications of results were conducted using the chi-square test. Scientific aim:The goal of the primary survey was to provide the answers to the research questions that arise from the following research assumptions: (1) employers do not publish different requirements for candidates for the job of Brand Manager in the U.S.A. and in the Czech Republic, (2) the set of requirements for candidates for the job of Brand Manager in the U.S.A. will confirm that a brand manager is one of the workers who has skills and personality prerequisites expected from knowledge workers. Findings:The results of the actual research project confirmed the fundamental need for excellent communication skills (69.0%) and presentation skills (65.5%). Unlike employers in the Czech Republic, the American companies are more interested in people with a high degree of responsibility (41.4%) that is the third highest relative frequency of identified traits. About one third of American advertisements had requirements for the high degree of creativity, conceptual thinking and analytical skills of candidates for the position of Brand Manager. During the comparison of the data results gathered in both countries, there were recorded significant differences practically in all analysed groups of personality traits, behavioural competencies and so-called soft skills. Statistical verification confirmed the shift of requirements in the group of performance prerequisites and abilities, as well as in the group of interpersonal skills and abilities. 70it does not mean that the US employers are less demanding. The differences in the employers' expectations supported by a set of psychological requirements placed on candidates for the position of Brand Manager inspire the discussion and are the reason for a deeper investigation of the job roles in product management. The findings indicated that employers are looking for employees possessing personal dispositions and skills of a knowledge worker never...
The submitted paper focuses on personality traits and behavioural competencies of a key role bearer in product oriented marketing management, generally referred to as product management. An interdisciplinary approach was applied while looking into this subject, since both research into theoretical bases and analysis of the current state of the topic and the tendencies of its development required work in several fields of study. Based on research in the field of secondary data, the assumption was set that a product manager is an example of a knowledge worker of the 21st century and that the business practice sees him/her as such, which has an effect on the requirements a candidate for this position is confronted with in the recruitment process. An independent research project was carried out and it confirmed that product managers are considered to be knowledge workers and that independence and analytical thinking skills were among the most common requirements for product managers both in 2007 and 2014. A comparison of results from 2007 and 2014 also showed some differences. The statistical verification confirmed a shift in requirements within the interpersonal competency group. The findings were used to formulate recommendations for the recruitment strategy and realization of selection for positions in product management.
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