On the Use of Financial Portfolio Theory Marketing Decisions: A Reply to Devinney, Stewart, and Shocker.

Devinney, Stewart, and Shocker identify six dimensions on which financial portfolio theory differs from our modification of that paradigm for use in the product market management context. We believe that these differences require modification-not rejection-of the financial portfolio paradigm for application in marketing. We discuss each of these differences in turn. [ABSTRACT FROM AUTHOR]