Portfolio models of products, market segments, or businesses, not unlike the financial portfolio models, are designed to help allocate resources among the portfolio units (e.g., stocks, products, businesses) and select an optimal portfolio. In marketing, product and business portfolios have included standardized portfolio models (e.g., BCG growth-share matrix, the McKinsey/ GE market attractiveness-competitive position matrix, A. D. Little Business Profile Matrix, and Shell International Directional Policy Matrix), marketing driven modified financial portfolio models (e.g., modified risk return and stochastic dominance models), and customized portfolio models (e.g., conjoint analysis-based simulation models or an analytic hierarchy process-based approach). Whereas the standardized models offer no more than product or business classification systems, the customized models and more recent hybrid models (combining models from the three classes-the McKinsey/GE with stochastic dominance and analytic hierarchy process) can provide operational guidelines for resource allocations.