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Extending Financial Portfolio Theory for Product Management *
Author(s) -
Leong Siew Meng,
Lim Kian Guan
Publication year - 1991
Publication title -
decision sciences
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 1.238
H-Index - 108
eISSN - 1540-5915
pISSN - 0011-7315
DOI - 10.1111/j.1540-5915.1991.tb01270.x
Subject(s) - portfolio , application portfolio management , modern portfolio theory , project portfolio management , product (mathematics) , business , post modern portfolio theory , microeconomics , replicating portfolio , marketing , industrial organization , portfolio optimization , finance , economics , project management , management , mathematics , geometry
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.