Abstract
This paper reports on a case study focusing on the key drivers of a medium-sized supplier's product portfolio development strategy. It is believed that the findings of the paper may be of use to other small and medium-sized enterprises that may likewise be competing on a global scale against sometimes larger competitors. In addition, it is envisaged that the paper may be beneficial to the academic community as a practical teaching case for investigating the areas of product portfolio development and competitive advantage.
| Original language | English |
|---|---|
| Pages (from-to) | 340-350 |
| Number of pages | 11 |
| Journal | Journal of Medical Marketing: Device, Diagnostic and Pharmaceutical Marketing |
| Volume | 1 |
| Issue number | 4 |
| DOIs | |
| Publication status | Published - Jul 2001 |
| Externally published | Yes |
Keywords
- customer segments
- decision making unit
- external variables
- product portfolio