FOR STRATEGIC MARKETING PLANNING
Vladimir Dobrić , Boris Delibašić
Faculty of organizational science, firstname.lastname@example.org
Faculty of organizational science, email@example.com
Abstract: Portfolio matrix is probably the most important tool for strategic marketing planning, especially in
the strategy selection stage. Position of the organization in the portfolio matrix and it’s corresponding
marketing strategy depends on the aggregation of values of relevant strategic factors. Traditional approach
to portfolio matrix analysis uses averaging function as an aggregation operator. This approach is very limited
in realistic business environment characterized by complex relations between strategic factors. An innovative
approach to portfolio matrix analysis, presented in this paper, can be used to express complex interaction
between strategic factors. The new approach is based on the logical aggregation operator, a generalized
aggregation operator from which other aggregation operators can be obtained as special cases. Example of
traditional approach to portfolio matrix analysis given in this paper clearly shows it’s inherited limitations. The
new approach applied to the same example eliminates weaknesses of traditional one and facilitates strategic
marketing planning in realistic business environment.
Key words: Portfolio matrix analysis, strategic marketing planning, logical aggregation, aggregation
The portfolio matrix analysis is widely used in strategic management [2, 3, 6]. It offers a view of the position
of the organization in its environment and suggests generic strategies for the future. Some of the most
frequently used portfolio matrices are the ADL (developed by Arthur D. Little), the BCG (Boston Consulting
Group) and the GE (General Electric) McKinsey matrix. Other models that can be considered as versions or
adaptations of the original GE McKinsey... [continues]
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