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.