What do you think is the role of product strategies in corporate strategies and how one should shape the other? How do branding and product portfolio management interrelate?
Product strategies are key in corporate strategies in that they are the driving force for corporate strategies, although one could argue that it is a chicken and egg sort of equation. Coke, for instance, uses its 'Open Happiness' campaign for its products but at the same time wants to have the consumer group its family of soft drinks with ...
This solution discusses the role of product strategies in corporate strategies and how they shape each other. It also discusses how branding and portfolio management interrelates. It provides examples.