Constructing a Joint Product Portfolio to Support Commercial Cooperation
Constructing a Joint Product Portfolio to Support Commercial Cooperation
Author(s): Erno Mustonen, Arto Tolonen, Janne Härkönen, Harri HaapasaloSubject(s): Business Economy / Management, Marketing / Advertising, Commercial Law
Published by: Mednarodna fakulteta za družbene in poslovne študije
Keywords: productisation; product management; product portfolio management; business-to-business marketing; co-marketing;
Summary/Abstract: 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.
Journal: International Journal of Management, Knowledge and Learning
- Issue Year: 8/2019
- Issue No: 1
- Page Range: 3-23
- Page Count: 21
- Language: English