Product vision management: concept and models evaluation

The product innovation management literature indicates vision as vital for product development success, especially for the innovative ones. Scholars have recently brought this idea to the center stage due to the Agile Project Management and Innovation literature and suggested that it should be managed. However, there is a lack of operational definitions for product vision and the conception of product vision management. It is a theoretical problem and a barrier for professionals interested in putting this idea in practice. This study contributes with a definition of product vision, the conceptualization of product vision management and a systematic analysis of available product representation models, identifying their advantages and disadvantages, for product vision support. These results were found through a systematic analysis of models used in New Product Development Management and Agile Project Management literature. It examines models of functions, digital representation, product structure, and requirements. It proposes that a body of knowledge on product vision management is a key element to support innovative product development projects. The paper offers a starting point for the development of methods and models capable of solving the problem for both Agile Project Management and New Product development scholars.