Data-driven product portfolio process development: Navigating growth and strategic decision-making

Abstract

In recent years, the rapid evolution of digital markets has underscored the importance of robust product portfolio strategy and management in sustaining competitive advantage, particularly within the SaaS sector. While a sign of business success, a growing portfolio introduces managerial complexity. Many companies face challenges in intentionally aligning the portfolio processes with overarching business objectives and optimizing the portfolio performance for overall competitive advantage. This study addresses a significant gap in the literature by developing a comprehensive, data-driven product portfolio strategy development process model that integrates understanding of the operational context, strategic execution and portfolio management with holistic data utilization. The study is guided by three research questions: (1) What fundamental aspects companies need to consider when developing product portfolio strategies? (2) What specific challenges and needs do portfolio stakeholders encounter in a case company? and (3) What should an effective product portfolio strategy process look like in this context?

Employing a design science research approach, the study synthesizes insights from an extensive literature review, internal interviews with a domestic high-growth B2B SaaS company, external interviews with industry practitioners, and stakeholder workshops. Findings indicate that synchronizing the operative context, strategic execution and product management are pivotal to portfolio competitiveness. The resulting model provides a systematic framework that translates high-level corporate objectives into actionable initiatives, optimizes resource allocation through dynamic prioritization, and enhances cross-functional communication. While the model is tailored to the case company’s context, its core principles exhibit broader adaptability across the SaaS industry.