Part 5. Product Innovation and Management
Published Online: 15 DEC 2010
Copyright © 2011 John Wiley & Sons, Ltd. All rights reserved.
Wiley International Encyclopedia of Marketing
How to Cite
Edgett, S. J. 2010. Portfolio Management. Wiley International Encyclopedia of Marketing. 5.
- Published Online: 15 DEC 2010
Portfolio management is critical to the way executives implement product innovation strategy. It ensures that strategic objectives are met and that resources are deployed for the best results. Portfolio management is both strategic and tactical. Strategic portfolio management links spending to projects that match the company's overarching strategy, while tactical portfolio management guides project selection and implementation.
- portfolio management process;
- product innovation;
- new-product development;
- project prioritization;
- product road maps