FRAMEWORK PARA O RELACIONAMENTO ENTRE GESTORES DE PRODUTOS E SEUS CLIENTES: CONCEPÇÃO E DESIGN

This article presents the concept of a framework for the relationship between product managers and their clients, adopting the business context of startups as a backdrop for its development. Its aim is to assist in overcoming the challenges arising from building innovative businesses, but its application is not limited to this exclusive scenario. The research employs a mixed-methods approach (qualitative and quantitative) and uses the Design Science Research (DSR) method, comprising three main stages. The first stage involved a literature review; the second stage consisted of a survey with 28 product managers in Brazilian startups, seeking to understand how customer relationships manifest in practice and the respective influencing factors. The third stage resulted in the development of the Product DNA Framework, elaborated based on the results of the survey with product managers in startups and the literature review. The Product DNA Framework is a conceptual and prescriptive model that aims to strengthen the relationship between product managers and their clients. The framework aims to assist organizations of different sizes, from startups to large corporations, in designing innovative products and services with a higher probability of market success.