This paper suggests an operational approach to strategic planning for international marketing using a portfolio perspective. The need for such a perspective is discussed, followed by an examination of current approaches to international business portfolio analysis and strategic planning. A new approach to international portfolios, based on a combined stochastic dominance and analytic hierarchy process approaches, is suggested. The data requirements and analysis of this approach are outlined and the issues and challenges in the design and implementation of an international business portfolio system are discussed.

The article discusses a research on organizational cosmopolitanism and innovativeness. Individual cosmopolitanism scores were correlated against the number of innovations adopted by the organizatio...

Several marketing applications of the Analytic Hierarchy Process (AHP) are reviewed. The paper starts with a brief description of this process, which was developed by Thomas Saaty in 1971, including an eight-point outline of how to apply it. The thrust of the paper is a discussion of a number of illustrative applications of the AHP covering the following areas: the portfolio decisions of a firm whose management is concerned with the determination of the desired target portfolio and allocation of resources among its components, determination of the directions for new product development, and generation and evaluation of marketing mix strategies. Various suggestions for additional research on the AHP and its marketing applications are highlighted.