Portfolio Planning Methods: Faulty Approach or Faulty Research? A Rejoinder to 'Making Better Decisions' by Wensley
J. Armstrong () and
Roderick J. Brodie
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Roderick J. Brodie: Department of Marketing, University of Auckland,
General Economics and Teaching from University Library of Munich, Germany
Wensley (1994) makes three key points. First, it is worthwhile to conduct empirical studies of the value of management techniques. Second, managers probably misuse portfolio methods. Third, the Armstrong and Brodie study is flawed. We agree with all three points.
Keywords: marketing; portfolio planning methods (search for similar items in EconPapers)
JEL-codes: A (search for similar items in EconPapers)
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