The role of product portfolio management in market expansion : a case of the mobile gaming industry
Lu, Jinni Jinghui (2022-11-15)
Lu, Jinni Jinghui
J. Lu
15.11.2022
© 2022 Jinni Jinghui Lu. Ellei toisin mainita, uudelleenkäyttö on sallittu Creative Commons Attribution 4.0 International (CC-BY 4.0) -lisenssillä (https://creativecommons.org/licenses/by/4.0/). Uudelleenkäyttö on sallittua edellyttäen, että lähde mainitaan asianmukaisesti ja mahdolliset muutokset merkitään. Sellaisten osien käyttö tai jäljentäminen, jotka eivät ole tekijän tai tekijöiden omaisuutta, saattaa edellyttää lupaa suoraan asianomaisilta oikeudenhaltijoilta.
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:oulu-202211153582
https://urn.fi/URN:NBN:fi:oulu-202211153582
Tiivistelmä
The rapid growth of mobile game consumer spending has led to Free-to-Play mobile game developers’ constant competition for players by offering new games. The product portfolio management (PPM) approach helps tackle questions about the market, product and technologies based on a company’s strategic targets. However, to discover game genre diversity by aligning product portfolio with business strategy and existing capabilities in new product development process is challenging. A single-case study was conducted to examine the important connection between PPM and business strategy as well as existing capabilities to propose a practical approach for seeking game genre portfolio expansion opportunities. The main results include proposing an analysis framework using PPM and mobile app intelligence software to identify game genres in market expansion that are strategic fit, bring the best economic value and are resonated with company’s existing capabilities and competence. PPM focused areas and key performance indicators are proposed. This study is the first attempt to apply PPM approach with targets and KPIs in mobile game development. It contributes to the previous studies by extending the application of PPM approach in the initial stage of product development process in discoveries and innovation stage. Also, the results can be applied to other mobile game companies with similar new product development process.
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