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Author: | Proctor, R. A. Hassard, J. S. |
Title: | Towards a new model for product portfolio analysis. |
Journal: | Management Decision
1990 : VOL. 28:3, p. 14-17 |
Index terms: | PORTFOLIO MANAGEMENT PRODUCTS MODELS |
Language: | eng |
Abstract: | Like investors in stocks and shares who have a portfolio of different kinds of investments, each with special characteristics regarding risk, rate of return, etc., organizations, too, have a portfolio of products or services. Top management in such organizations has to find a desirable balance among alternative products. The Boston Consulting Group model and the GE-McKinsey model are briefly reviewed; both have been proposed to aid managers in the task of portfolio analysis. The limitations of these models are noted, and a new model is proposed which makes up for some limitations in the earlier models. A key feature is that it may help firms to make decisions regarding low turbulence and high turbulence environments. |
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