Portfolio Management: Fundamental for New Product Success

Robert G. Cooper, Scott J. Edgett and Elko J. Kleinschmidt

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. A vital question in product innovation management is this: How should the corporation most effectively invest its R&D and new product resources? That is what portfolio management is all about: resource allocation to achieve corporate new product objectives.

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Portfolio Management: Fundamental for New Product Success

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