Constructing a Joint Product Portfolio to Support Commercial Cooperation

Erno Mustonen, Arto Tolonen, Janne Härkönen and Harri Haapasalo
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Erno Mustonen: University of Oulu, Finland
Arto Tolonen: Lehto Group, Finland
Janne Härkönen: University of Oulu, Finland
Harri Haapasalo: University of Oulu, Finland

International Journal of Management, Knowledge and Learning, 2019, vol. 8, issue 1, 3-23

Abstract: This study aimed to find a method to construct a customer-oriented joint commercial product portfolio for several independent companies to enable more effective market operations. The study also aimed to identify any related challenges. The findings indicate that a customer-oriented joint commercial product portfolio can be constructed through a five-step approach. The challenges of construction include those related to productisation, understanding the customer value of independent products, as well as understanding the necessary viewpoint. Earlier literature on product portfolio management has focused on independent product portfolios. This study is the first one to introduce a construction to productise a joint commercial product portfolio.

Keywords: productisation; product management; product portfolio management; business-to-business marketing; co-marketing (search for similar items in EconPapers)
Date: 2019
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Persistent link: https://EconPapers.repec.org/RePEc:isv:jouijm:v:8:y:2019:i:1:p:3-23

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