文章基本信息

标题：Constructing a Joint Product Portfolio to Support Commercial Cooperation
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作者：Erno Mustonen ; Arto Tolonen ; Janne Härkönen 等
期刊名称：International Journal of Management, Knowledge and Learning
印刷版ISSN：2232-5697
出版年度：2019
卷号：8
期号：1
页码：3-23
语种：English
出版社：International School for Social and Business Studies, Celje, Slovenia
摘要：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.