Rising developer salaries, entrenched low cost labor competition lead to lower outsourcing projects margins. Along with growing end-user understanding this makes companies ponder about a strategy of building their own products. However, still only a few companies are successful at launching their products. Management concerns expanded by new “headaches” in customer development, product marketing and sales should be interconnected with the development processes to deliver successful products.  In this work we illustrate how differences in business objectives, product conceiving and delivery reflect on team management and organizational processes. We base our discussion on Product Line and CMMI® reference models to analyze scenarios for evolution.