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Leistungsindividualisierungen im Maschinenbau — Eine wettbewerbsstrategische Analyse

Author

Listed:
  • Erich Frese

    (Albertus-Magnus-Platz)

  • Marc Lehnen

    (Albertus-Magnus-Platz)

  • Sylvia Valcárcel

    (Albertus-Magnus-Platz)

Abstract

Summary The article focuses on a specific competitive strategy for manufacturers of mechanical engineering products, the strategy of product customization. Choosing this strategy seems sensible for manufacturers, who are not able to compete exclusively by means of low costs or technological differentiation. In order to develop the elements constituing a strategy of product customization, the article concentrates on the basic features of mechanical engineering products. It is argued, that a strategy of product customization comprises measures of individualizing the product features as well as elements of differentiation. After assessing the possible range of product customization, the phenomenon of customer-induced uncertainty is discussed. Uncertainty provoked by the customer generates complexity and thus influences the manufacturer’s cost-benefit-situation. Handling uncertainty adequately is therefore especially critical for a manufacturer who pursues a strategy of product customization and at the same time seeks to safeguard competitiveness.

Suggested Citation

  • Erich Frese & Marc Lehnen & Sylvia Valcárcel, 1999. "Leistungsindividualisierungen im Maschinenbau — Eine wettbewerbsstrategische Analyse," Schmalenbach Journal of Business Research, Springer, vol. 51(9), pages 883-903, September.
    • Handle: RePEc:spr:sjobre:v:51:y:1999:i:9:d:10.1007_bf03371602
    DOI: 10.1007/BF03371602
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    Cited by:

    1. Karl-Andreas Zotter, 2009. "Innovationen in Prozesstechniken und Architekturen prozesstechnischer Systeme," Schmalenbach Journal of Business Research, Springer, vol. 61(6), pages 582-602, September.

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