On the Use of Financial Portfolio Theory in Marketing Decisions: A Reply to Devinney, Stewart, and Shocker
回应Devinney等人指出的金融投资组合理论与营销应用之间的六点差异，认为这些差异需要修改而非拒绝该理论在营销中的使用。
Devinney, Stewart, and Shocker identify six dimensions on which financial portfolio theory differs from our modification of that paradigm for use in the product market management context. We believe that these differences require modification—not rejection—of the financial portfolio paradigm for application in marketing. We discuss each of these differences in turn.