Summary of Portfolio Management for New Products

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Portfolio Management for New Products book summary
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Rating

6 Overall

6 Applicability

8 Innovation

4 Style

Recommendation

Three professors, Robert G. Cooper, Scott J. Edgett and Elko J. Kleinschmidt, wrote this book. The good news is that they really know their stuff; the less-than-great news is that they write like, well, professors. The book is hampered by academic prose, qualifiers, tangents and a scholarly, if balanced, reluctance to commit completely to most propositions. getAbstract finds that readers seeking a comprehensive catalog of product portfolio management techniques will benefit from the detailed initial chapters. Meanwhile, readers who are in search of practical, applicable information will find more of what they want in the later chapters.

In this summary, you will learn

  • How corporations manage their product portfolios; and
  • How your company might apply some tested techniques.
 

About the Authors

The three authors are professors at McMaster University in Hamilton, Ontario. Marketing professor Robert G. Cooper runs a product management organization. Scott J. Edgett, who heads a project development institute, teaches marketing. Elko J. Kleinschmidt teaches international business and marketing, and directs the engineering and management programs.

 

Summary

The Purpose of Product Portfolio Management
Product portfolio management is important because: Every business needs to be able to choose worthwhile new products that will win in the market and that match the company's business goals. Companies express their strategies...

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