Portfolio Planning Methods: Faulty Approach or Faulty Research? A Rejoinder to "Making Better Decisions" by Wensley
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Brodie, Roderick J
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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.
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1994
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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