Date of this Version
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.
Armstrong, J. S., & Brodie, R. J. (1994). Portfolio Planning Methods: Faulty Approach or Faulty Research? A Rejoinder to "Making Better Decisions" by Wensley. Retrieved from https://repository.upenn.edu/marketing_papers/91
Date Posted: 14 June 2007
This document has been peer reviewed.