Extending Financial Portfolio Theory for Product Management*
尝试修改金融投资组合理论，提出一个多期组合框架，帮助营销人员将稀缺企业资源分配给多个竞争产品，并推动解决营销管理中的重要理论问题。
This paper attempts to modify financial portfolio theory for application in product portfolio decisions. The proposed multiperiod portfolio framework should help marketers in allocating scarce corporate resources to various competing products as well as contribute to developing a body of theory to solve an important problem in marketing management. Managerial and theoretical implications are discussed.