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Produktportfolio-Management im Zeitalter der Digitalisierung

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  • Schicker, Günter
  • Strassl, Johann

Abstract

Dieses Papier beschäftigt sich mit dem Produktportfolio-Management (PPM) und seiner Rolle im Zeitalter der Digitalisierung. Während einige betonen, dass strategische, langfristige Planung und PPM in Zeiten kürzerer Produktlebenszyklen, digitaler Innovationen und disruptiver Geschäftsmodelle veraltet zu sein scheinen, betonen andere die zunehmende Bedeutung von PPM, die Notwendigkeit einer effektiven Ressourcenallokation und eines Risikoausgleichs bei der Integration von Smart Products und digitalen Produkt-Service-Systemen in bestehende Produktportfolios. In der Praxis ist die Aufgabe des Value Proposition Design und Portfoliomanagements oft auf verschiedene Geschäftseinheiten, Abteilungen und Rollen (z.B. Produktmanagement, New Product Business, Servicegeschäft, Digital Business) verteilt. Die Mehrheit der Unternehmen erkennt das Potenzial eines systematischen Produktportfoliomanagements noch nicht vollständig. Sowohl die Literatur als auch die Ergebnisse unserer empirischen Studie zeigen, dass ein systematischer Ansatz für das Produktportfolio-Management zu höheren Gewinnmargen und erfolgreicheren Innovationen führt. Um den Kundennutzen zu maximieren und die Effizienz zu steigern, ist ein integrierter Ansatz erforderlich. Basierend auf einem umfassenden Literaturüberblick stellt dieses Papier einen integrierten PPM-Rahmen vor. Es soll eine Grundlage für die Diskussion darüber geschaffen werden, wie PPM in Bezug auf physische Produkte, digitale Produkte, Dienstleistungen und Produkt-Dienstleistungssysteme im Zeitalter der Digitalisierung organisiert werden kann.

Suggested Citation

  • Schicker, Günter & Strassl, Johann, 2019. "Produktportfolio-Management im Zeitalter der Digitalisierung," Weidener Diskussionspapiere 69, University of Applied Sciences Amberg-Weiden (OTH).
    • Handle: RePEc:zbw:hawdps:69
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    More about this item

    Keywords

    Produktmanagement; Digitalisierung; Produktportfolio-Management; digitale Produkte; Produkt-Service-Systeme; Produktlebenszyklus-Management;
    All these keywords.

    JEL classification:

    • L21 - Industrial Organization - - Firm Objectives, Organization, and Behavior - - - Business Objectives of the Firm
    • L60 - Industrial Organization - - Industry Studies: Manufacturing - - - General
    • L84 - Industrial Organization - - Industry Studies: Services - - - Personal, Professional, and Business Services
    • M10 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - General

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