更有效的产品管理(PDF 29页)

New Problems, New Solutions:
Making Portfolio Management More Effective
There are two ways for a business to succeed at new products: doing projects right, and doing the
right projects. Most new product prescriptions focus on the first route – for example on effective
project management, using cross-functional teams, and building in the voice of the customer.
Portfolio management, the topic of this article, focuses on the second route, namely on doing the
right projects.
In spite of all the hype around the topic of portfolio management, and the myriad portfolio methods
proposed, managers have identified major problems and have raised serious concerns about the
effectiveness of portfolio techniques. This article reports the results of continuing research into
portfolio management practices and results: it highlights some of the problems, and offers some
tentative solutions – solutions that have been witnessed in typical firms as they try to address the
issue of picking the right projects (see box insert).
..............................