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Diagnosing the Product Portfolio

George S. Day
Journal of Marketing
Vol. 41, No. 2 (Apr., 1977), pp. 29-38
DOI: 10.2307/1250631
Stable URL: http://www.jstor.org/stable/1250631
Page Count: 10
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Since scans are not currently available to screen readers, please contact JSTOR User Support for access. We'll provide a PDF copy for your screen reader.
Diagnosing the Product Portfolio
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Abstract

How to avoid costly applications of the product portfolio approach resulting from incorrect measurements, unfeasible strategies, and violation of basic assumptions about market share dominance and product life cycle.

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