The Portfolio Approach
Intuit applies a portfolio approach to the management of products. A product lifecycle is an S shaped curve as shown in the diagram. Four stages of product lifecycle are depicted by the S shaped curve- explore, exploit, sustain, retire/replace. Intuit’s portfolio consists of three horizons. Horizon 1 is current flagship and core products that are generating revenue and earning profits, Horizon 2 is evolution products, Horizon 3 is exploration products. Top management at Intuit actively considers Horizon2 and Horizon 3 products as candidates for tomorrow’s flagship products .
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