Henkel

In: Business and Management

Submitted By herbert
Words 438
Pages 2
Ursprünglich stammt der Begriff „Portfolio“ aus dem Bereich des Bankwesens und bedeutet dabei ein Bündel von Investitionen. Die Grundlage der heutigen Portfolio-Planung stammt aus der Finanzwirtschaft und wurde von Harry M. Markowitz (US-amerikanischer Ökonom, Nobelpreisträger) im Jahre 1952 mit seiner „Portfolio Selection Theory“ geschaffen.
Außerdem/In einem zweiten Zusammenhang wird „Portfolio“ in der Unternehmensplanung verwendet. Hierbei handelt es sich um die Portfolioplanung, ein allgemeines Instrument der Strategischen Planung eines Unternehmens, das dazu dient die Ziele eines Unternehmens bestmöglich zu erfüllen. Bei der Portfolioplanung gibt es mehrere klassische Ansätze. Die wichtigsten sind dabei zum einen die Matrix der Bosten Consulting Group, auch Boston-I-Portfolio genannt und der McKinsey&Company Ansatz, bekannt unter dem Namen Marktattraktivitäts-/Geschäftsfeldstärken-Portfolio. Neben diesen beiden wichtigsten gibt es noch viele weitere Ansätze die auch wie die Beratungsgesellschaften „auf den Absatzmarkt des Unternehmens abstellen und lediglich die externe und interne Dimension des Portfolios anhand anderer Kriterien bestimmen.“ (S. 480, H. Hungenberg, Strategisches Management in Unternehmen). Hierbei könnte man beispielsweise die Produktlebenszyklus-/Wettbewerbspositions-Portfolio Methode nach Arthur D. Little erwähnen.
Bei der Anwendung des Portfolio-Konzeptes auf die strategische Unternehmensplanung ist es zunächst wichtig, das Gesamtunternehmen in verschiedene Tätigkeitsfelder zu unterteilen. Diese Unterteilung ermöglicht, dass die einzelnen Unternehmensbereiche aus einer externen sowie einer internen Dimension betrachtet und bewertet werden können.
Um dieses Konzept graphisch darzustellen wird häufig eine Matrix verwendet, bei der die externe Dimension auf der horizontalen Achse positioniert ist und die Kundenbeliebtheit außerhalb des…...

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