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Value based management
(2008)
Past research has identified innovation portfolio management as a key success factor for a firm’s new product development process. However, the relevant literature falls short in considering the strategic scope of innovation portfolio decision-making. To take a first step in this direction, Marcel Coulon defines the construct of ‘portfolio orientation’ as a strategic orientation. He develops a conceptual framework to identify performance effects of portfolio-oriented decision-making for new product development programs. Based on data of more than 200 German companies, he presents three papers. First, he addresses contingencies for portfolio orientation effectiveness to help understand interactions of formal innovation management with new product development issues inside and outside firm boundaries. Second, he identifies best performing portfolio types for specific levels of portfolio management formalization. Third, a variety of antecedents and their impact on a firm’s portfolio orientation are presented. Accordingly, the book is equally relevant for practitioners and academics in the fields of research and development management and innovation management, as well as strategic marketing management.