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

See all articles by J. Scott Armstrong

J. Scott Armstrong

University of Pennsylvania - Marketing Department

Rod Brodie

University of Auckland - Department of Marketing

Abstract

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

Suggested Citation

Armstrong, J. Scott and Brodie, Rod, 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. Available at SSRN: https://ssrn.com/abstract=665394

J. Scott Armstrong (Contact Author)

University of Pennsylvania - Marketing Department ( email )

700 Jon M. Huntsman Hall
3730 Walnut Street
Philadelphia, PA 19104-6340
United States
215-898-5087 (Phone)
215-898-2534 (Fax)

HOME PAGE: http://marketing.wharton.upenn.edu/people/faculty/armstrong.cfm

Rod Brodie

University of Auckland - Department of Marketing ( email )

Private Bag 92019
Auckland
New Zealand

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