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Constructing a Joint Product Portfolio to Support Commercial Cooperation

Author

Listed:
  • Erno Mustonen

    (University of Oulu, Finland)

  • Arto Tolonen

    (Lehto Group, Finland)

  • Janne Härkönen

    (University of Oulu, Finland)

  • Harri Haapasalo

    (University of Oulu, Finland)

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.

Suggested Citation

  • Erno Mustonen & Arto Tolonen & Janne Härkönen & Harri Haapasalo, 2019. "Constructing a Joint Product Portfolio to Support Commercial Cooperation," International Journal of Management, Knowledge and Learning, International School for Social and Business Studies, Celje, Slovenia, vol. 8(1), pages 3-23.
    • Handle: RePEc:isv:jouijm:v:8:y:2019:i:1:p:3-23
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