To what extent do the dynamic relationships and interconnections of decisions, processes, and activities that affect the product program as a whole lead to a company's product offering being understood and managed as a portfolio? Nina Landauer explores this question through an exploratory study and a cross-industry survey of managers, also addressing the impact of an active portfolio approach on success. The author provides concrete recommendations for action for companies and strategic business units in the consumer goods sector and their product portfolio management. The Institute for Market-Oriented Management was newly established at the University of Mannheim in 1999. It serves as a platform for application-oriented research as well as a forum for dialogue between science and practice.