DefinitionComprehensive evaluation of individual products, customers combining financial analysisof revenue and profitability with separate, critical examination of strategic importance.

Case Study: Corning, Incorporated (optoelectronics and specialty materials
manufacturer with $3.5 billion+ in revenue, 20,000+ employees), facing
slowly declining market share and unpredictable profits in its Laboratory
Glass Division, commissions cross-functional team to review financial
performance of, and strategic rationale for, each product, customer.
Refocuses strategy through dramatic reductions in product line and direct
customers served, leading to 400 percent improvement in profitability
(see pages 158–161).