An investigation of company product decision making

This article is concerned with an investigation of the approaches taken by companies in making product decisions. The first part is concerned with a review of the range of product decisions as presented within the literature. This range is established within the context of corporate planning, with a major split between long term strategic planning product decisions, and short term operational planning product decisions. The second part of the article is concerned with the results of a survey that was designed to investigate the criteria that companies use within their product decision making. These criteria included those applicable to strategic planning, but also incorporated a range of criteria applicable to short term operational planning, as proposed in a recent article by Greenley [8]. The overall conclusion to the survey results was that a common and universal approach to product decision making cannot be identified within this sample of companies. A low level of agreement as to the relative degree of importance of the criteria was evident, and, little attention to differentiating product decisions with time was also evident. The results also challenge the importance given by the literature to the concepts of product life cycle, portfolio analysis and synergy. Finally, the author suggests two implications as a consequence of these results.