The business portfolio approach—Where it falls down in practice |
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Authors: | Richard A. Bettis William K. Hall |
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Affiliation: | Assistant Professor School of Business, Texas, USA;Professor, Graduate School of Business Administration, Michigan, USA |
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Abstract: | During the past decade the SBU (or portfolio) concept has enjoyed widespread popularity as a basis for corporate-wide strategic planning systems within large, diversified firms. This article discusses the implementation of such systems on the basis of 3 years of clinical and small sample research. A ‘basic model’ of implementation is used as a basis for comparison to progressive practice as observed in a sample of 13 firms. Furthermore, a new conceptual perspective for the portfolio concept is developed as a complement to the observed approach to implementation. |
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