Pharmaceutical Product Management in 1990: Will There Be Any Changes?

Reports on an investigation into the future of the product management concept in the South African pharmaceutical market, using South Africa as a representative microcosm of other international markets. Presents the findings of a survey carried out among marketing personnel. Predicts that the product manager of 1990 will perform the following roles: information‐providing; co‐ordinating; and boundary spanning. Suggests further that such product managers will not exercise line authority over critical product decisions.