"Todays situations force telecomunication company to continuously evaluate, select and prioritize
its product portfolio in order to determine the strategically important products. An analysis of critical
success factors that determine product’s strategic importance acts as a good introduction to review
and manage the product portfolio as well as to seek ways to develop the product. To achieve this, the
company is required to have good alliances and collaborations between departments, develop a clear
focus and seek innovative ways of doing business, particularly between marketing and product divisions.
This study analyzed the alignment between product and marketing divisions of a telecommunication
company in Indonesia, in determining the company’s strategic products. The results indicated
that both divisions agreed on using financial performance and revenue as the most important criteria
and sub-criteria for identifying strategic product. However, the divisions also faced some different visions
in selecting alternative criteria. The Product divisions were more focused on technical spesification
of product, while the Marketing division were more oriented on customer and market conditions.
The study reported the consequences of these difference in practice."
Management, Faculty of Economics, University of Indonesia and Philip Kotler Center, 2013
