DECISION MAKING IN THE PRODUCT PORTFOLIO: METHODS ADOPTED BYBRAZIL?S INNOVATIVE COMPANIES

摘要

Product portfolio management is one of the leading contemporary trends in innovation strategy and R&D management. This paper aimsto present and analyze methods that companies from the electronics and computer sectors adopt for decision making in their portfolios. Asurvey that collected information from 71 companies operating in Brazil was carried out, and it was noted that despite the financialmethods, market research, and mapping being employed by some firms to base decision making on their product portfolios, most of themrely upon the informal decisions of senior management. In this way, the results of this survey indicate that, in addition to the formalmethods, aspects of the influence and bargaining power of leaders must also be considered when analyzing and proposing managementpractices related to product portfolios.