IDEAS home Printed from https://ideas.repec.org/a/tkp/jouijm/v8y2019i1p3-23.html
   My bibliography  Save this article

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, ToKnowPress, vol. 8(1), pages 3-23.
    • Handle: RePEc:tkp:jouijm:v:8:y:2019:i:1:p:3-23
    as

    Download full text from publisher

    File URL: https://www.issbs.si/press/ISSN/2232-5697/8_3-23.pdf
    File Function: full text
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. R. Venkatesh & Vijay Mahajan, 1997. "Products with Branded Components: An Approach for Premium Pricing and Partner Selection," Marketing Science, INFORMS, vol. 16(2), pages 146-165.
    2. Knight, Gary A., 2001. "Entrepreneurship and strategy in the international SME," Journal of International Management, Elsevier, vol. 7(3), pages 155-171.
    3. Dass, Mayukh & Kumar, Shivina, 2014. "Bringing product and consumer ecosystems to the strategic forefront," Business Horizons, Elsevier, vol. 57(2), pages 225-234.
    4. Wolfgang Ulaga, 2003. "Capturing value creation in business relationships: A customer perspective," Post-Print hal-00484963, HAL.
    5. Ahn, SooKyoung & Kim, HeaJung & Forney, Judith A., 2009. "Co-marketing alliances between heterogeneous industries: Examining perceived match-up effects in product, brand and alliance levels," Journal of Retailing and Consumer Services, Elsevier, vol. 16(6), pages 477-485.
    6. Tolonen, Arto & Shahmarichatghieh, Marzieh & Harkonen, Janne & Haapasalo, Harri, 2015. "Product portfolio management – Targets and key performance indicators for product portfolio renewal over life cycle," International Journal of Production Economics, Elsevier, vol. 170(PB), pages 468-477.
    7. Stanley F. Slater & John C. Narver, 1999. "Market‐oriented is more than being customer‐led," Strategic Management Journal, Wiley Blackwell, vol. 20(12), pages 1165-1168, December.
    8. Michael Danson & Ewa Helinska-Hughes & Michael Hughes & Geoff Whittam, 2005. "National and local agency support for Scottish SME internationalisation activity: lessons for small transition economies," International Journal of Entrepreneurship and Small Business, Inderscience Enterprises Ltd, vol. 2(4), pages 312-330.
    9. Harkonen, Janne & Haapasalo, Harri & Hanninen, Kai, 2015. "Productisation: A review and research agenda," International Journal of Production Economics, Elsevier, vol. 164(C), pages 65-82.
    10. Satish Nambisan, 2002. "Complementary Product Integration by High-Technology New Ventures: The Role of Initial Technology Strategy," Management Science, INFORMS, vol. 48(3), pages 382-398, March.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Kalafatis, Stavros P. & Ledden, Lesley & Riley, Debra & Singh, Jaywant, 2016. "The added value of brand alliances in higher education," Journal of Business Research, Elsevier, vol. 69(8), pages 3122-3132.
    2. Janne Harkonen & Erno Mustonen & Harri Haapasalo, 2019. "Construction-Related Data Management: Classification and Description of Data from Different Perspectives," International Journal of Management, Knowledge and Learning, ToKnowPress, vol. 8(2), pages 195-220.
    3. Dubois, Louis-Etienne & Pine, B. Joseph & Harkonen, Janne, 2025. "Beyond the ephemeral: Scaling experiences through productization," Business Horizons, Elsevier, vol. 68(1), pages 121-128.
    4. Janne Harkonen & Arto Tolonen & Harri Haapasalo, 2018. "Modelling of Construction Products and Services for Effective Productisation," Management, University of Primorska, Faculty of Management Koper, vol. 13(4), pages 335-353.
    5. Gassmann, Oliver & Keupp, Marcus Matthias, 2007. "The competitive advantage of early and rapidly internationalising SMEs in the biotechnology industry: A knowledge-based view," Journal of World Business, Elsevier, vol. 42(3), pages 350-366, September.
    6. Coviello, Nicole E. & Jones, Marian V., 2004. "Methodological issues in international entrepreneurship research," Journal of Business Venturing, Elsevier, vol. 19(4), pages 485-508, July.
    7. Seppo Kuula & Harri Haapasalo & Arto Tolonen, 2018. "Cost-efficient co-creation of knowledge intensive business services," Service Business, Springer;Pan-Pacific Business Association, vol. 12(4), pages 779-808, December.
    8. Severin Oesterle & Arne Buchwald & Nils Urbach, 2022. "Investigating the co-creation of IT consulting service value: empirical findings of a matched pair analysis," Electronic Markets, Springer;IIM University of St. Gallen, vol. 32(2), pages 571-597, June.
    9. Casey E. Newmeyer & R. Venkatesh & Julie A. Ruth & Rabikar Chatterjee, 2018. "A typology of brand alliances and consumer awareness of brand alliance integration," Marketing Letters, Springer, vol. 29(3), pages 275-289, September.
    10. Han, Jie & Wang, Desheng & Yang, Zhihao, 2023. "Acting like an interpersonal relationship: Cobrand anthropomorphism increases product evaluation and purchase intention," Journal of Business Research, Elsevier, vol. 167(C).
    11. Arturo GUTIERREZ FERNANDEZ & Macarena PEREZ-SUAREZ, 2017. "The Export Competitiveness Of Social Enterprises As Compared To With Export Smes," Revista Galega de Economía, University of Santiago de Compostela. Faculty of Economics and Business., vol. 26(1), pages 55-72.
    12. Yupin Yang & Mengze Shi & Avi Goldfarb, 2009. "Estimating the Value of Brand Alliances in Professional Team Sports," Marketing Science, INFORMS, vol. 28(6), pages 1095-1111, 11-12.
    13. Hashai, Niron & Almor, Tamar, 2004. "Gradually internationalizing 'born global' firms: an oxymoron?," International Business Review, Elsevier, vol. 13(4), pages 465-483, August.
    14. repec:ehu:cuader:49721 is not listed on IDEAS
    15. Kai-Lung Hui, 2004. "Product Variety Under Brand Influence: An Empirical Investigation of Personal Computer Demand," Management Science, INFORMS, vol. 50(5), pages 686-700, May.
    16. Tsvetkova, Alexandra, 2016. "Do diversity, creativity and localized competition promote endogenous firm formation? Evidence from a high-tech US industry," MPRA Paper 72349, University Library of Munich, Germany.
    17. Balci, Gökcay & Cetin, Ismail Bilge & Tanyeri, Mustafa, 2018. "Differentiation of container shipping services in Turkey," Transport Policy, Elsevier, vol. 61(C), pages 26-35.
    18. Johannes Hofmeister & Dominik K. Kanbach & Jens Hogreve, 2024. "Measuring and managing service productivity: a meta-analysis," Review of Managerial Science, Springer, vol. 18(3), pages 739-775, March.
    19. Christian Homburg & Moritz Tischer, 2023. "Customer journey management capability in business-to-business markets: Its bright and dark sides and overall impact on firm performance," Journal of the Academy of Marketing Science, Springer, vol. 51(5), pages 1046-1074, September.
    20. Mittal, Divya & Agrawal, Shiv Ratan, 2016. "Price transparency reflects assurance and reliability," Journal of Retailing and Consumer Services, Elsevier, vol. 31(C), pages 43-51.
    21. Youngjung Geum & Moon-Soo Kim & Sungjoo Lee, 2017. "Service Technology: Definition and Characteristics Based on a Patent Database," Service Science, INFORMS, vol. 9(2), pages 147-166, June.

    More about this item

    Keywords

    ;
    ;
    ;
    ;
    ;

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:tkp:jouijm:v:8:y:2019:i:1:p:3-23. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Maks Jezovnik (email available below). General contact details of provider: http://www.toknowpress.net/journals .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.