Eduardo Marcolino Yamamoto
Master Degree Entrepreneurship
Structuring of the decision-making process in the profitability management of the product portfolio
Class: 217, FEA-5
Adviser: Prof. Alvair Silveira Torres Jr.
Comission: Profs. Drs. Edson Crescitelli, Patricia Viveiros de Castro Krakauer e Adriana Marotti de Mello
Decision-making in the profitability management of the product portfolio in companies with a wide variety of products represents a considerable challenge for the managers, since it requires the understanding of the variables that influence the results, the availability of necessary information, and the capacities to generate and analyze information, technological investments to support the process, as well as alignment on subjective issues that influence the decision-making process. Like any management process, inefficiency in decision-making to control a product portfolio's profitability may generate significant losses for companies. The purpose of this study was to identify which steps and elements should be considered in the structuring of this decision-making process, also bringing an active management approach, where the decision process is oriented to identify the deviations and to pursue the causes of the problems. Three field surveys were conducted, starting with a single case study, followed by two other surveys, using in-depth interviews with product managers from other companies and experts in the subject, resulting in a set of guidelines with eight steps and twenty-five elements which should be considered on the structuring of the decision-making process related to an active profitability management of the product portfolio in consumer goods companies.
*Abstract provided by the author