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- Title
Extending Financial Portfolio Theory for Product Management.
- Authors
Slew Meng Leong; Kian Guan Lim
- Abstract
This paper attempts to modify financial portfolio theory for application in product portfolio decisions. The proposed multiperiod portfolio framework should help marketers in allocating scarce corporate resources to various competing products as well as contribute to developing a body of theory to solve an important problem in marketing management. Managerial and theoretical implications are discussed.
- Subjects
PRODUCT management; MARKETING management; COMMERCIAL products; CONSUMER preferences; CATEGORY management; PRODUCT design; PRODUCT image; PRODUCT recall
- Publication
Decision Sciences, 1991, Vol 22, Issue 1, p181
- ISSN
0011-7315
- Publication type
Article
- DOI
10.1111/j.1540-5915.1991.tb01270.x