In the highly regulated and competitive European Union (EU) lighting industry, effective product portfolio management (PPM) is crucial for companies to maintain market share and profitability. This thesis focuses on identifying key factors impacting profitability and market share, including technical specifications, pricing strategies, market positioning, competition benchmarking, and environmental considerations.

A notable gap in the existing literature is the lack of industry-specific frameworks and qualitative assessments for identifying these factors. This study addresses this gap by developing a comprehensive guiding framework, informed by theoretical models such as SWOT analysis and Porter’s Five Forces. The framework guides the qualitative research design, which involves semi-structured interviews with PPM experts.

The empirical analysis, employing axial coding techniques, reveals critical insights into how these factors influence PPM. Key findings highlight the importance of market-oriented pricing and strategic targeting of product segments with low differentiation potential to enhance long-term profitability. The study's conclusions provide practical and theoretical implications, offering actionable insights for industry stakeholders and addressing the limitations of the current research landscape.