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Portfolio Planning Methods: Faulty Approach or Faulty Research? A Rejoinder to "Making Better Decisions" by Wensley

J. Scott Armstrong, University of Pennsylvania
Roderick J. Brodie, University of Auckland

Article comments

Postprint version. Published in International Journal of Research in Marketing, Volume 11, Issue 1, January 1994, pages 91-93.
Publisher URL: http://dx.doi.org/10.1016/0167-8116(94)90037-X

Abstract

Wensley (1994) makes three key points. First, it is worthwhile to conduct empirical studies of the value of management techniques. Second, managers probably misuse portfolio methods. Third, the Armstrong and Brodie study is flawed. We agree with all three points.

Suggested Citation

J. Scott Armstrong and Roderick J. Brodie. "Portfolio Planning Methods: Faulty Approach or Faulty Research? A Rejoinder to "Making Better Decisions" by Wensley" Marketing Papers (1994).
Available at: http://works.bepress.com/j_scott_armstrong/28