Any functionary needs to have a certain level of knowledge and skills. These need to be supported by an appropriate attitude. The abilities of individuals are not uniform across the organizational edifice. Competency requirements vary based on the requirements of the functions and the organizational level of the functionary. The competencies required by various people in the product management function have been reviewed here.
The functions of Brand Management (for most practical purposes, the terms product and
brand management are used synonymously) are more focused on the brand as a communication
instrument. The brand is also a value proposition and therefore is expected to be improving with
every passing moment. Primarily, the function of Brand Management focuses on this dimension.
David McClelland is credited to have popularized the concept of competency mapping. A
number of definitions of competency may be identified in HR literature. One such definition of
Competency is the combination of knowledge, skills, attitude and personality of an individual as
applied to a role or a job in the context of the present and future environment, that accounts for
sustained success within the framework organizational values.
Positional competencies fall in to three broad categories, largely based on organizational
hierarchies. These are Awareness, Operational, Developed and Expert levels. There is a
hierarchical depiction of the competencies, indicating that, as members of the organization
achieve a higher order competency, the lower levels are also acquired, or at least are significantly
comprehended by higher-level occupants. |
