1991•Decision SciencesOpen access

Extending Financial Portfolio Theory for Product Management*

Siew 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.

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OpenAlex reports 11 citations for this work. Citation counts describe recorded attention and do not establish research quality.

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Available abstract

Key concepts: Portfolio, Application portfolio management, Modern portfolio theory, Project portfolio management, Product (mathematics), Business, Post-modern portfolio theory, Microeconomics