Abstract:

The manuscript presents the importance of implementing product portfolio strategies for SMEs within the industrial sector of soft goods-leather-garments, in the context of profound and rapid movements on the market (changes in consumer options, aging of products), but also in the post-crisis revival. The current paper presents the need of adaptation and of implementation of adequate strategies in terms of competencies, organizational resources and market conditions. Within the paper, a case study is presented on the manner in which the SMEs within the industrial sector of soft goods-leather-garments use product portfolios strategies, the identification of these, the measure in which the management of these companies thinks that the strategies are adequate for maintaining and/or obtaining product success within their markets. In addition to this, a number of directions in regards of increasing the number of SMEs using such strategies are presented.