The Product Portfolio Design And Management Framework

November 19th, 2020

Sam Somashekar

With contributors:

Jeff Lash , Lisa Singer , Beth Caplow , Kathleen Pierce

Summary

When organizations don’t align product portfolio objectives to their overall business strategy, they may lose focus on critical customer needs. Poor product portfolio strategy results in ineffective portfolio design, an imbalance of investments across the portfolio, and reduced ability to achieve business goals. Aligning the product portfolio’s objectives and design with the business strategy enables the organization to identify the best ideas to invest in and allocate the right number of resources. In this report, we describe the four dimensions of the Forrester Product Portfolio Design And Management Framework, a customer-centric model for strategically defining, and managing an offering portfolio.

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