A project manager is leading the development of a new software product. During a planning meeting, a stakeholder raises a concern that the proposed marketing strategy might conflict with the company's established, family-friendly brand image. What is the project manager's MOST appropriate response to this concern?
Delegate all responsibility for brand alignment to the marketing department and proceed with the technical tasks.
Continue with the project as planned, assuming that senior management is solely responsible for brand strategy.
Acknowledge the concern and facilitate a discussion to align the project's marketing with company brand values.
Inform the stakeholder that brand image is outside the scope of the software development project.
A project manager is responsible for considering the project's impact on the company's brand value, which is an element of environmental, social, and governance (ESG) factors. When a potential conflict with brand image is raised, the project manager should address it directly by facilitating a discussion to ensure the project aligns with corporate values and reputation. Ignoring the concern, delegating it entirely without oversight, or assuming it's not a project-level responsibility are all incorrect actions that could harm the company's brand.
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What role does a project manager play in addressing brand alignment?
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How can project managers facilitate effective discussions with stakeholders about conflicts?