Abstract
Portfolio analysis has a long tradition as a technique to support strategic management decisions (Day, 1977; Hedley, 1977; Vollmer, 1983). The attractiveness of portfolio applications in business practice results from two factors in essence: First, portfolios reduce the level of complexity by focussing few (aggregated) dimensions out of an in fact multidimensional business scope. The same objective is highlighted by modern performance measurement as interpreted by the Balanced Scorecard (Kaplan/Norton, 1996). Highly aggregated dimensions or indicators are “smarter” for the practician than the harder “fieldwork” of gathering and evaluating detailed data for business modeling based on techniques of Operations Research for instance. Secondly, portfolios represent their results graphically. Most of the business users are already “stymied” by the sheer volume of available data. The rising interest in graphical information representation, commercialized recently by marketing terms such as “management cockpit”, is supported by empirical investigations within the aviation industry (Freeman/Cohen/Thompson, 1998), which have confirmed more effective decisions by the use of cockpit-like control tools.
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Fröhling, O., Nonnenmacher, M.G. (2002). Purchasing Portfolio Analysis in the Future Market Environment. In: Hahn, D., Kaufmann, L. (eds) Handbuch Industrielles Beschaffungsmanagement. Gabler Verlag, Wiesbaden. https://doi.org/10.1007/978-3-663-01582-6_31
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DOI: https://doi.org/10.1007/978-3-663-01582-6_31
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