Product Portfolio Design Using Prescriptive Analytics
| Autor: | Christian Dölle, Günther Schuh, Merle-Hendrikje Jank |
|---|---|
| Rok vydání: | 2018 |
| Předmět: |
0209 industrial biotechnology
Process management media_common.quotation_subject 02 engineering and technology Customer requirements Interdependence Product variant InformationSystems_GENERAL 03 medical and health sciences 020901 industrial engineering & automation 0302 clinical medicine 030221 ophthalmology & optometry Product management Portfolio Product (category theory) Business Prescriptive analytics media_common |
| Zdroj: | Advances in Production Research ISBN: 9783030034504 |
| DOI: | 10.1007/978-3-030-03451-1_57 |
| Popis: | Due to volatile and heterogeneous customer requirements as well as dynamically changing market trends, companies face a highly uncertain environment nowadays. Consequently, to satisfy customer expectations, the number of product variants offered has increased drastically in recent years and so has the product portfolio complexity. Moreover, because of the complex and quickly changing interdependencies between internal and external factors influencing the portfolio configuration, product managers are neither capable of designing portfolios that align with strategic company objectives nor able to adapt product portfolios efficiently. Under these circumstances, to satisfy volatile market demands while configuring the product portfolio in accordance with the corporate objectives, a dynamic, data-based and prescriptive methodology is needed. While existing literature focuses on analysing the past or current portfolio configuration, none of the approaches succeed in aligning a company’s portfolio with its strategic objectives in a systematic and prescriptive manner. This paper combines the topics of product portfolio configuration and prescriptive analytics to enable a data-based and future-orientated alignment of a company’s portfolio and its corporate objectives. This way, the product management is empowered to make the right decisions straight away, allowing the portfolio to remain a crucial factor for strategic company success. |
| Databáze: | OpenAIRE |
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