OVERCOMING THE COMPLEXITY OF SOFTWARE PRODUCT MANAGEMENT
Acta Universitatis Lappeenrantaensis 516
Thesis for the degree of Doctor of Science (Technology) to be presented with due permission for public examination and criticism in the Auditorium 1382 at Lappeenranta University of Technology, Lappeenranta, Finland, on 18th of June, 2013, at noon.
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ISSN-L 1456-4491 ȱŗŚśŜ-ŚŚşŗ
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ȱşŝŞ-şśŘ-ŘŜś-ŚŖř-Ş, ISBN 978-952-265-404-5 (PDF) ISSN-L 1456-4491, ȱŗŚśŜ-ŚŚşŗ
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I. Maglyas, A., Nikula, U., Smolander, K. (2011). ȃWhat Do We Know About Software Product Management? Ȯ A Systematic Mapping StudyȄ, Proceedings of the 5th International Workshop on Software Product Management (IWSPM). Trento, Italy, pp. 26Ȯ35.
II. Maglyas, A., Nikula, U., Smolander, K. (2011). ȃSoftware Product Management in the Russian CompaniesȄ, Proceedings of the 7th Central and Eastern European Software Engineering Conference (CEE-SECR). Moscow, Russia, pp.
1Ȯ9.
III. Maglyas, A., Nikula, U., Smolander, K. (2012). ȃComparison of Software Product Management Practices in SMEs and Large EnterprisesȄ, Proceedings of the 3rd International Conference on Software Business (ICSOB). Cambridge, MA, MIT Sloan, USA, pp. 15Ȯ26.
IV. Maglyas, A., Nikula, U., Smolander, K. (2012). ȃLean Solutions to Software Product Management ProblemsȄ, IEEE Software, Volume 29, Issue 5, pp. 40Ȯ 46.
V. ¢ǰȱǯǰȱǰȱǯǰȱǰȱǯȱǻŘŖŗŘǼǯȱȃȱȱȱȱ when They Talk about Product ManagemenǵȄǰȱ ȱ ȱ ȱ ŘŖth IEEE International Conference on Requirements Engineering (RE). Chicago, IL, USA.
VI. ¢ǰȱ ǯǰȱ ǰȱ ǯǰȱ ǰȱ ǯȱ ȃWhat Are the Roles of Software Product Managers? An Empirical InvestigationȄ Submitted to the Journal of Systems and Software.
In this thesis, these publications are referred to as Publication I, Publication II, Publication III, Publication IV, Publication V and Publication VI.
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ȂȱȱȱǻȱŘŖŖŞǼǯ
ȱ ȱ ȱ ȱ ȱ ȱ ȃȱ ȱ ȱ ǰȱ ȱ
ȱ ȱ ȱ ǻȱ ǰȱ ȱ Ǽȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ
ȱ¢ȱȱȱȱȱȱȱȱȱȱȄȱǻȱ ŘŖŖŝǼǯȱȱȱȱȱȱȱȱȱȱ¢ǰȱ
ȱȱȱȱȱȱȱȱȱȱ¢ȱȱȱȱȱȱ¢ȱ řŜƖǯȱȱǰȱȱ ȱȱȱȱȱȱȱȱ¢ȱǻȱŘŖŖŝǼǯȱ
ȱ ȱ ȱ ǰȱ ȱ ȱ £ȱ ȱ ȱ ȱ ȱ ȱ ǰȱ ȱ
ȱ ȱ Ȃȱ ǯȱ ȱ ȱ ǰȱ ȱ ¢ȱ ȱ ȱ ȱ ȱ
ȱȱȱȱȱ¢Ȃȱȱȱȱȱȱ ȱ
¢ȱȱȱǯ
ȱǰȱȱ¡ȱȱȱȱȱ-ȱǰȱȱȱ
¢ȱȱ ȱȱȱǯȱȱȱȱǰȱȱ
ȱ ȃȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ
ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ Ȅȱ ǻȱ ŘŖŗŖǼǯȱ ǰȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ
ȱȱ£ǯȱ
ȱȱǰȱȃȱȱȱȱȱȱȱǰȱ
ȱ ǰȱ ȱ ȱ ȱ Ȅȱ ǻȱ ŘŖŖŞǼǯȱ ȱ ȱ ȱ
ȱ ȱ ȱ ȱ ȱ ȱ ȱ £ǰȱ ȱ ȱ £ǰȱ
ǰȱǰȱǰȱǰȱȱȱǯ
ȱȱȱȱȱȱȱȱȱǯȱȱȱȱȱ
ȱȱȱȱȱȱȱȱȱȱȱȱȱȱǰȱ ȱ
ȱ ȱ £ȱ ȱ ȱ ȱ ȱ ȱ ȱ ǻȱ
ȱ ȱ ȱ Ǽǯȱ Ȃȱ ȱ ȱ ȱ ȱ
ȱ ȱ ȱ ȱ ȱ ȱ ȱ ǰȱ ȱ ȱ ȱ
ȱȱȱǰȱȱǰȱȱȱǯȱǰȱȱȱȱ
ȱ ȱ ȱ ȱ ȱ ǯȱ ȱ ȱ ȱ ȱ ȱ ȱ ¢ȱȱ ȱ ȱ ȱ ȱȱȱ ȱ ȱ ȱ ȱ
ȱ ȱȱȱ ȱȱȱǯ
Řŗ
2.2. ¢ȱȱȱȱ
¢ǰȱȱȱȱȱȱ ȱȱȱǭ ȱȱ ŗşřŗȱǻ ȱŘŖŖŖǼǰȱ ȱȱ¢ȱȱȱ ȱȱȱȱǯȱ
ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ǰȱ ȱ ȱ
ȱȱȱ¢ȱȱȱȱȱȱǰȱȱȱǰȱ ȱ ȱȱȱȱ ȱǯȱȱ¡ȱ ȱȱȱȱȱ
ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ¢ǯȱ ȱ ǰȱ ȱ ȱ ȱ ȱ ȱ ¢ȱ ȱ ȱ
ȱ¢ȱȱǯȱ¢ǰȱȱȱȱȱȱȱǰȱȱ
ȱǰȱȱȱȱ ¢ȱȱ ¢ȱȱȱȱȱȱ
ȱǻ¢ȱǭȱ ȱŗşşŜǼǯ
ȱ ȱ ȱ ȱ ¢ȱ ȱ ȱ ȱ ȱ ȱ ȱ
ȱǰȱȱȱȱȱȱȱȱȱȱȱ
ȱ¢ǯȱȱȱ¢ȱŗşŜŖǰȱȱȱȱǰȱ ȱȱ ȱȱ ȂȱȱǰȱȱȱǰȱǰȱǰȱȱȱǻȱŗşŜśǼǯȱȱȱ
ǰȱȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ǯȱȱ
ȱȱȱȱ¢ȱȱȱȱȱ ȱȱȱȱ
ȱ ȱ ȱ ǯȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ
ǯȱȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ
ȱ ȱ ǻǰȱ £ȱ ǭȱ ȱ ŗşşŗǼǯȱ ¢ǰȱ Ȃȱ ȱ ȱ
ȱȱȱȱ ȱǻȱŘŖŖŝǼǰȱȱȱȱȱȱȱ
ȱ ȱ ȱ ȱ ǰȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ
ȱȱȱǯ
ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ
ȱ ȱ ȱ ǻȱ ǯǯȱ ǻȱ ǭȱ ȱ ŗşşśDzȱ ȱ ŘŖŖřǼǼǰȱ ȱ
ȱȱ ȱ ȱ ¢ȱ ȱȱ ¡ȱ ȱ ȱ ȱǯȱ ȱ ȱ ȱ
ȱȱȱ ȱȱȱ ȱȱ¢ȱȱǻŗşşŝǼǯȱȱȱ ȱȱȱȱȱȃȱȱȱȱȱȱǻǼǰȱȱ
ȱ ǻǼǰȱ ȱ ȱ ǻǼǰȱ ȱ ȱ ȱ ȱ ǻǼȄȱ ǻȱ ŗşşŝǼǯȱ ȱ ȱ ȱ ¢ȱ ȱ ȱȱ ȱ
ȱ ȱ ¢ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ
ȱǰȱ ȱȱȱȱȱȱȱȱȱ
ȱ ȱ¢ȱȱǰȱȱȱȱȱȱ£ȱȱȱ
ȱ ȱ ȱ ȱ ȱ ǯȱ ȱ ȱ ȱ ¢ȱ
ȱȱ-ȱȱȱǻǼȱȱȱȱ
ȱȱȱȱȱ¡ȱȱȱȱȱȱȱ ȱȱȱ
ȱ ȱ ǻȱ ȱ ǯȱ ŘŖŖŗDzȱ ȱ ȱ ǯȱ ŘŖŗŘǼǯȱ ȱ ȱ ȱ ȱ
ȱȱȱȱȱǰȱ¢ȱȱȱȱȱ
ȱ ȱ --ȱ ǻȱ ȱ ǯȱ ŘŖŖŘǼǯȱ ȱ ȱ ȱ ǰȱ ȱ ȱ ȱ ȱ ȱ ȱ ¡¢ȱ ȱ ȱ ȱ ȱ ȱ
ŘŘ
¢ȱ ȱ ǰȱ ȱ ǰȱ ȱ ȱ ȱ ǻ ȱ ǭȱ
ȱ ŘŖŖśǼǯȱ ȱ ȱ ǰȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ
ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ
ȱȱȱȱǯ
ȱȱ¡ȱȱȱȱ¢ȱȱȱȱ¢ȱȱ
ȱȱȱǰȱȱȱȱȱ -ȱȱȱ ȱ
ȱ¢ȱȱȱ ȱǻ ȱȱǯȱŘŖŗŖǼǯȱǰȱȱȱȱ
ȱȱ ȱȱȱȱȱȱȱȱȱȱ¢ȱ
ȱȱȱȱDZ
a) ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ
ȱȱǻȱǭȱȱŘŖŖşǼDzȱ
b) ȱȱȱȱȱ ȱǻȱǭȱȱŘŖŖşǼȱ
ȱȱȱ¢ȱȱȱǻȱȱȱȱǯȱŘŖŖŜǼDz c) ȱȱȱȱȱȱǻȱŘŖŖşǼDz
d) ȱȱȱȱ ȱȱǻȱǭȱ£¢ȱŘŖŖřDzȱ
ȱŘŖŖşǼǯ
ȱǰȱ ȱȱȱȱȱȱȱȱȱȱǰȱ
ȱȱȱ ǰȱ ȱȱȱ¢ȱǯȱȱȱȱȱȱ
ȱ ȱȱȱȱȱȱȱȱȱȱ ȱ¢ȱ
ȱǻȱǭȱ£¢ȱŘŖŖřǼǯȱȱȱȱȱ¡¢ȱȱȱȱ
ȱȱȱ ǰȱȱȱ¢ȱȱȱȱǰȱȱ ȱ
ȱ¢ȱȱȱȱ ȱȱȱ ȱȱ¢ȱȱȱ ǻȱ ǭȱ ȱ ŘŖŖşǼǯȱ ȱ ǰȱ ȱ ȱ ȱ ȱ ȱ ȱ
ȱȱǰȱǰȱȱ¡ȱǰȱǰȱȱȱ
ȱ ¢ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ
ȱȱǻǰȱ ȱǭȱ¢¢ãȱŘŖŖŝDzȱȱǭȱȱŘŖŖşǼǯȱ
ȱȱȱȱȱȱȱ ȱȱȱȱȱȱ
ȱȱȱȱȱǻǰȱǯǯȱǻȱȱŘŖŗŖǼǼǯȱ
ȱȱȱ¢ȱ¡ȱ¢ȱȱȱǰȱǯǯȱȱȱ ȱ ȱ ǯȱ ȱ ȱ ȱ ȱ ȱ ȱ ¢ȱ ȱ
¢ȱȱ¢ȱ¢ȱȱǻȱǭȱ ȱŗşşśDzȱȱŘŖŖşǼǰȱ ȱȱ
ȱȱȱ ȱ ǰȱǰȱȱȱ ¢ȱȱȱǯȱ ȱ
ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ
ȱȱȱȱȱȱǻȱŘŖŖŘDzȱȱŘŖŖřǼǯȱ
2.3. ȱȱ
ȱȱȱȱȱ ǯȱȱȱȱȱȱ
ȱȱȱȱȱȱǰȱǯǯȱȱȱ
Řř ǻŘŖŗŖǼǰȱ ȱȱȱȱȱȱȱȱȱȱȱȱȱ
ȱ ȱ ǻȱ ȱ ȱ ȱ ǯȱ ŘŖŖŜDzȱ ȱ ŘŖŖşDzȱ ȱ ǭȱ ȱ ŘŖŖşDzȱ ȱ ŘŖŗŘǼǯȱ ȱ ȱ ȱ ȱ ǰȱ ȱ ¢ȱ ȱ ȱ
ȱȱȱȱȱȱȱȱǯȱȱ¡ǰȱ
ȱȱȱ ǰȱȱȱȱ ȱȱȱ¢ȱ
ȱȱȱȱǻȱǭȱȱŘŖŖşǼǰȱȱǻȱŘŖŖşǼǰȱȱȱ
ȱǻȱȱȱȱǯȱŘŖŖŜǼǯȱ
ȱȱȱ ȱǻǻȱȱŘŖŗŖǼȱȱȱȱȱ
-ȱ ȱ ȱ ȱ ŗȱ ȱ ȱ ȱ ȱ řŝȱ ¢ȱ ȱ ȱ
ȱȱȱȱDZȱǰȱǰȱǰȱȱȱǯȱ
ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ
ȱȱȱȱȱ ȱȱȱȱȱȱǯȱȱ ȱȱ
ȱ - ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ
ȱȱ£ǯȱǰȱȱ ȱȱȱȱ
ȱ¢ȱȱȱȱȱȱȱȱȱȱȱ
ȱȱȱȱȱȱȱȱ¢ǯȱ
Table 1. Summary of product management activities in different product management frameworks.
Bold font in the cells represents the groups of activities. The group unites the activities itemized in the cells below
Pragmatic Marketing Framework (2010)
Reference SPM framework (van de Weerd et al. 2006b)
Software product management processes (Ebert 2009)
ISPMA SPM Framework 1.1.
(ISPMA 2012) Strategic activities:
market problems, win/loss analysis, distinctive competence, market definition, distribution, product portfolio, business plan, pricing,
buy, build, partner, product
profitability.
Portfolio management:
partnering and contracting, market trend, identification, product lifecycle management, product line identification.
SWOT/portfolio analysis, positioning and value proposition,
strategic planning and management, business case,
product and technology roadmapping,
voice of customer understanding, phase/gate process, project management, product definition and requirements, supplier management, engineering management, risk management, marketing planning, product launch, service and support management, service, partner, sales management,
Core SPM:
market analysis, product analysis, positioning and product definition, delivery model and service strategy, sourcing, business case and costing,
pricing, ecosystem management, legal and IRP management, performance and risk management, product lifecycle management, roadmapping, release planning, product requirements engineering.
Product roadmapping:
theme identification, core asset identification, roadmap construction.
Requirements management:
requirements gathering, requirements
identification,
requirements organizing.
Market activities positioning, buying process, buyer personas, marketing plan, customer acquisition, customer retention,
Release planning:
requirements prioritization,
ŘŚ program effectiveness, launch plan, thought leadership, lead generation, referrals and references.
requirements selection, release definition, release validation, launch preparation, scope change management.
customer relationship management, marketing mix optimization.
Participation:
corporate strategy, portfolio
management, innovation management, resource management.
Orchestration:
engineering management, project management, project requirements engineering, quality management, marketing planning, customer analysis, opportunity management, marketing mix optimization, product launches, operational marketing, sales planning, channel preparation, customer relationship management, operational distribution, service planning and preparation, service positioning, technical support, marketing support, sales support.
Technical activities:
competitive landscape, technology assessment, product roadmap, innovation requirements, using scenarios, requirements, status dashboard.
Sales activities:
sales process, collateral, sales tools, channel training, presentations and demos,
ȃȄȱǰ event support, channel support.
37 activities 16 activities 18 activities 38 activities
ȱ ȱ ȱ ȱ ȱ ȱ ȱ ǻǻȱ ȱ ȱ ȱ ǯȱ ŘŖŖŜǼǰȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ŗǼȱ ȱ ȱ ¢ȱ ȱ ȱ
ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ¢ȱ ȱ
ȱ ǯȱ ȱ ȱ ȱ ȱ ȱ ȱ ǰȱ ȱ
ǰȱ ȱ ǰȱ ȱ ǰȱ ȱ ȱ
ǰȱ ȱȱȱȱǯȱȱȱ ȱȱȱ ȱ
ȱ¢ȱǰȱȱ ȱȱȱȱ¢ȱǯȱ
ȱ ¡ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ
ȱȱȱ¢ȱȱȱ¢ȱȱ ȱȱȱ
Řś
ǰȱǰȱȱȱ¢ȱȱȱȱǻǻȱŘŖŖşǼǰȱȱȱȱ
ȱ ȱ ȱ ȱ ȱ ŗǼǯȱ ȱ ǰȱ ŗŞȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ
ȱ ȱ ȱ ǯȱ ȱ ȱ ȱ ǻŘŖŖşǼǰȱ ȱ ȱ ȱ ȱ
ȱȱȱȱȱȱȱȱȱȱǰȱ
¢ȱ ǰȱ ȱ ǰȱ ȱ ȱ ǯȱ ȱ ȱ
ȱ ȱ ȱ ŗȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ǰȱ ȱ ǰȱ ȱ
ȱȱ ȱȱȱȱȱ¢ȱǯ
ȱ ȱ ȱ ȱ ȱ ȱ ¢ȱ ȱ ȱ ȱ ǻȱ ǭȱ ȱ ŘŖŖşǼȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ
ȱ ȱȱȱȱȱȱȱǯȱȱȱ ǰȱȱȱ
ȱȱȱȱȱȱȱȱǻ¢Ǽȱȱǰȱ ȱ
ȱ ȱ ¢ȱ ȱ ȱ ȱ ¢ȱ ȱ ȱ ȱ ȱ ȱ ¢ȱ
ǯȱ ȱ ǰȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ
ȱ ȱ ȱ ǯȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ
ȱȱȱȱDZȱȱ¢ǰȱȱ¢ǰȱȱ
¢ǰȱȱǰȱǰȱǰȱȱȱǰȱǰȱȱ
ǯȱȱȱ ȱǰȱȱ¢ȱȱȱ¢ǰȱȱȱȱ
ȱȱȱȱȱȱȱȱǰȱ ȱȱȱȱ
ȱȱ ȱ ȱȱ ȱǯȱ ȱȱ ¢ȱ ȱȱ ȱ
ȱ ȱ ȱ ȱ ȱ ȱ ǰȱ ȱ ȱ ȱ
ǰȱ ȱ ǰȱ ǰȱ ǰȱ ȱ ǯȱ ȱ ȱ
ȱȱ-ȱǰȱȱȱȱȱȱȱȱ
ǰȱȱ ȱȱȱȱȱȱǯȱȱȱȱȱȱ
ǰȱǰȱǰȱȱ ȱ ǰȱȱ ȱ ǰȱ ȱ
ȱȱ¢ȱȱȱǰȱȱ¢ȱȱȱȱȱȱ
ȱȱȱȱǯȱȱ ȱȱȱȱȱȱȱȱ
ȱ ȱ ȱ ȱ ȱ ǻȱ ŘŖŗŘǼǯȱ ȱ -ȱ ȱ ȱ ȱ ŗȱ
ȱȱȱȱȱȱȱ ǯȱȱ ȱȱȱ¢ȱȱ
ȱ ȱ ȱ ȱ Ȃȱ ȱ ȱ ȱ ȱ ȱ ¢ȱ ȱ ȱ
ȱȱ ȱȱȱǯȱǰȱȱ¢ȱȱȱȱȱ
ȱ ȱȱȱ£ȱȱȱȱ ȱȱǯȱ
ȱ ȱ ȱ ȱ ȱ ǰȱ ȱ ȱ ȱ ȱ ȱ
ȱȱȱȱȱȱȱȱ ȱȱǰȱ
ȱ ȱ ȱ ǻȱŘŖŖşǼǰȱ ȱȱ ǻȱ ȱ ȱ ǭȱ ȱŘŖŖşǼǰȱ
ȱ ȱ ȱ ȱ ǻȱ ŗşşŝǼǯȱ ȱ ȱ ȱ ȱ
ȱ ¢ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ǯȱ ȱ ¡ǰȱ
ȱǻŘŖŗŖǼȱȱȱȱȱȱȱ ȱȱ¢DZȱȱ
ȱȱȱǯȱǰȱȱȱȱȱȱȱ
ȱ ȱ ȱ ¢ȱ ȱ ¢ȱ -ǯȱ ȱ ȱ ȱ ȱ ȱ ȱ
ǰȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ
ŘŜ
£ǯȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ
Ȃȱ ǯȱ ȱ ȱ ȱ ¢ȱ ǰȱ ǰȱ ȱ
ȱ ȱ ¢ȱ ȱ ǰȱ ȱ ǰȱ ǰȱ
ǰȱ ȱ ǯȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ
ǰȱ ȱ ȱ ȱ ȱ ǰȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ
Ȃȱȱȱȱȱȱǯȱǰȱȱȱ¢ȱ
ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ
ȱȱ ȱȱȱȱ¢ȱȱȱȱǯ
ǰȱȱȱȱ ǻŘŖŗŖǼȱȱȱȱȱ ȱ ǻȱ ŘŖŗŘǼȱȱȱȱȱȱȱȱȱȱǻřŝȱǯȱřŞǼǯȱ
ȱȱǰȱȱȱȱȱȱǰȱ ȱȱȱȱȱȱ
ȱ ȱ ǯȱ ȱ ǰȱ ȱ ȱ ȱ ȱ ȱ ȱ
ȱȱȱȱ¢ȱȱȱ ȱȱȱȱȱ
ǰȱ ȱ ȱ ȱ ȱ Ȃȱ ȱ ȱ ȱ ȱ ǻȱ ŘŖŖŞǼǯȱǰȱȱȱȱȱȱȱȱȱȱȱȱ¢ȱ¢ȱ
ȱ ¢ȱ ȱ ȱ ȱ ǰȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ǯȱ
¢ȱȱȱȱ ȱǻȱŘŖŗŘǼȱȱȱȱȱȱȱ
ȱ ȱǻȱǭȱȱŘŖŖşǼȱȱȱȱȱȱǯȱȱȱ
ȱȱȱȱȱȱȱȱȱȱ ǰȱȱ¢ȱȱȱ
ȱȱȱȱȱȱǻȱǭȱȱŘŖŖŖDzȱȱȱǯȱŘŖŗŖǼǯȱ
2.4. ȱȂȱ
ȱȱȱȱ ȱȱȱȱ¢ȱ£ȱ ǻŗşŝŗǰȱŗşşŖǰȱŗşşŚǼǰȱ
ȱȱȱȱ¢ȱȱ ȱ ȱȱȱȱȂȱǰȱ ȱȱ
ȱȱȱȱȱǯȱ£ȱǻŗşşŖǼȱȱȱȱȱȱȱ
ȱȱȱȱ¢ȱȱȱȱȱȱȱ¢ǯȱȱȱ
ȱȱȱȱȱȱȱǰȱǰȱȱȱ
ȱǻȱŘǼǯȱȱȱȱ¡ȱȱȱȱȱ¢ȱȱȱȱ
£ǰȱǰȱǰȱȱȱȱȱȱǰȱȱ¢ȱ
ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ
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