Modular design capability and product positioning: An integrative view

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In this paper we discuss the relationship between the competence-based perspective and market positioning. We argue that a product, which as the ultimate expression of a firm's competence reflects a firm's distinctive competences, should have the potential to achieve a superior market position. We suggest how a specific capability of central importance in product creation - modular design capability - may help firms to achieve advantageous market positioning. In particular, we develop a framework for assessing the potential impact of modular design capability on customers' perception of competing products in the market for mobile phone handsets.

Orijinal dilİngilizce
Ana bilgisayar yayını başlığıAdvances in Applied Business Strategy
Sayfa sayısı25
Yayın durumuYayınlandı - 2008

Yayın serisi

AdıAdvances in Applied Business Strategy
ISSN (Basılı)0749-6826

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