Portfolio Planning Methods: Faulty Approach or Faulty Research? A Rejoinder to 'Making Better Decisions' by Wensley
International Journal of Research in Marketing, North-Holland, Vol. 11, pp. 91-93, 1994
3 Pages Posted: 11 Feb 2005 Last revised: 31 Dec 2011
Wensley (1994) makes three key points. First, it is worthwhile to conduct empirical studies of the value of management techniques. Second, managers probably misuse portfolio methods. Third, the Armstrong and Brodie study is flawed. We agree with all three points.
Keywords: Marketing, portfolio planning, academic, research, decision making
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By Eric Waarts