Text
Modular Architectures in the Marketing Process
Modular product architectures are being adopted as the basis for new product designs in a growing number of markets. A study is presented that explains how adoption of modular product architectures makes possible new kinds of processes for creating and realizing products, as well as new approaches to identifying and managing organizational knowledge used in product creation and realization. When managed strategically, modular product, process, and knowledge architectures enable firms to create greater product variety, introduce technologically improved products more rapidly, bring new products to market more quickly, and lower costs of product creation and realization. The study investigates the ways in which the strategic use of modular architectures can affect the marketing process. It explains ways in which modular architectures change the technologically determined possibilities for product creation and realization in the marketing process, create new market dynamics, and lead to new objectives and methods for the marketing process. Printed Journal
Ketersediaan
| Call Number | Location | Available |
|---|---|---|
| JM63 | PSB lt.dasar - Pascasarjana | 3 |
| Penerbit | Chicago, IL: American Marketing Association 1999 |
|---|---|
| Edisi | Vol. 63, (Special Issue) 1999 |
| Subjek | Marketing Product design studies modularity |
| ISBN/ISSN | 0022-2429 |
| Klasifikasi | NONE |
| Deskripsi Fisik | 20 p. |
| Info Detail Spesifik | Journal of Marketing |
| Other Version/Related | Tidak tersedia versi lain |
| Lampiran Berkas |