1 option
Product portfolio theory / Sara Williamson.
- Format:
- Book
- Author/Creator:
- Williamson, Sara, author.
- Language:
- English
- Subjects (All):
- Investments.
- Portfolio management.
- Physical Description:
- 1 online resource : illustrations
- Place of Publication:
- Los Angeles, CA : SAGE Publications, Inc., 2023.
- Language Note:
- English.
- Summary:
- Portfolio theories in marketing are designed to help managers balance risks with rewards when making product-related decisions. A portfolio approach takes into consideration the full array of products that a company offers. A widely used portfolio tool is known as the BCG Growth Matrix. This tool maps a company’s array of products according to two key indicators that represent a balance of risk and reward: the level of relative market share that a product holds in its category and the growth rate of that product category. Using the product categorizations in the BCG Growth Matrix, managers can determine how to allocate their marketing investments.
- Notes:
- Description based on publisher supplied metadata and other sources.
- ISBN:
- 1-0719-0358-6
- 9781071903582
- OCLC:
- 1359914878
The Penn Libraries is committed to describing library materials using current, accurate, and responsible language. If you discover outdated or inaccurate language, please fill out this feedback form to report it and suggest alternative language.