STRATEGIC DIVERSIFICATION BY NETWORK PORTFOLIO ANALYSIS
To retain competitiveness and to ensure sustainable growth enterprises continuously have be innovative. Diversification, that means to develop new products or to enter new markets, is considered to be one strategic opportunity. Unfortunately, in practice especially small and medium-sized enterprises often do not know, which new products/markets they should focus on. To help SMEs finding new product ideas in a systematic but still comparatively short way, a new methodological approach shall be presented. By the method of network portfolio analysis new business opportunities shall be identified by analysing existing, successfully established product portfolios of competing companies.