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Value Innovation Portfolio Management by Richard Tait, Wayne Mackey, Ronald Lasser, Sheila Mello

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INTRODUCTION

MANAGING THE PRODUCT PORTFOLIO FOR CUSTOMER VALUE: TRANSFORMING BUSINESS DRIVERS FOR NEW PRODUCT DEVELOPMENT

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Every executive who has sat through presentations by eager product managers touting hockey stick growth curves for proposed products knows that financial projections alone may not provide a meaningful assessment of a product’s potential market success. Yet, given no viable alternatives, most will either shoot from the hip or resign themselves to simply going by the numbers, using metrics such as projected market share ...

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