A 360° Portfolio Strategy in the Consumer Goods Industry

Oliver Greiner, Svenja Stöveken and Nikolai Brosch
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Oliver Greiner: Horváth & Partners
Svenja Stöveken: Horváth & Partners
Nikolai Brosch: Horváth & Partners

A chapter in Performance Management in Retail and the Consumer Goods Industry, 2019, pp 271-282 from Springer

Abstract: Abstract This contribution describes a solution approach to a holistic management of complex product and brand portfolios that has been tried and tested in the consumer goods industry. In light of the tension between an increasing product variety and a simultaneous increase in complexity, eight steps towards the development of a holistic portfolio strategy will be introduced. These range from its interlinking with the company strategy, over a market- and potential-oriented alignment of the portfolio, to sustainable steering approach.

Keywords: Portfolio strategy; Portfolio management; Product portfolio; Brand portfolio; Product diversity; Resource allocation (search for similar items in EconPapers)
Date: 2019
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-3-030-12730-5_18

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DOI: 10.1007/978-3-030-12730-5_18

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