Purpose - Software product management (SPM) unites disciplines related to product strategy, planning, development, and release. There are many organizational activities addressing technical, social, and market issues when releasing a software product. Owing to the high number of activities involved, SPM remains a complex discipline to adopt. The purpose of this paper is to understand what are the core and supporting SPM activities. Design/methodology/approach - The authors adopted the research method of meta-ethnography to present a set of techniques for synthesizing individual qualitative studies to increase the degree of conceptualization. The results obtained from three empirical studies were synthesized using the meta-ethnography approach to enhance, rethink, and create a higher level abstraction of the findings. Findings - The results show that the study has both theoretical and practical contribution. As the meta-ethnography synthesis has not been widely applied in software engineering, the authors illustrate how to use this research method in the practice of software engineering research. The practical contribution of the study is in the identification of five core and six supporting SPM activities. Originality/value - The practical value of this paper is in the identification of core SPM activities that should be present in any company practicing SPM. The list of supporting SPM consists of activities that are not reported to product manager but affect the product success.