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International Portfolio Analysis and Strategy: The Challenge of the 80s

  • Yoram Wind
  • Susan Douglas
Article

Abstract

This paper suggests an operational approach to strategic planning for international marketing using a portfolio perspective. The need for such a perspective is discussed, followed by an examination of current approaches to international business portfolio analysis and strategic planning. A new approach to international portfolios, based on a combined stochastic dominance and analytic hierarchy process approaches, is suggested. The data requirements and analysis of this approach are outlined and the issues and challenges in the design and implementation of an international business portfolio system are discussed.

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Copyright information

© Academy of International Business 1981

Authors and Affiliations

  • Yoram Wind
    • 1
  • Susan Douglas
    • 2
  1. 1.University of Pennsylvania
  2. 2.New York University

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