Abbildung 3-28: Ziele der Produkt- und ... - Springer Gabler

Central Strategy
Concepts
Product Strategy
Emphases
Product Creation
Processes
Quelle:Meffert,Marketing,9.Auflage
Product Market Contexts
Stable Evolving Dynamic
Strategic commitment
Ownership of production assets
Hierarchical integration
Direct control of processes
Defense of market position
Increasing market share
Increasing scale to lower costs
Low-cost production of
standard products
Control of distribution channels
Infrequent redesign of
standard products to lower costs
Vendors supply improved
components, process equipment
Sequential, functional
development
Abbildung 3-72: Marktsituation und erfolgreiche Innovationsstrategien
Strategic change
Accumulation of resources
Partnering and alliances
Teams, process re-engineering
Create sustainable competitive
advantage
Timing new product introductions
Timing technology transitions
Development of new product
attributes and mix to suit new
market demands
Distribution channel re-design
Conventional marketing research
Close collaboration with
suppliers in development
project teams
Team-based, „over-lapping“
development processes
Strategic flexibility
Fixed-asset parsimony,
leveraging of intellectual assets
Firm acts as „network actuator“
in development resource network
Coordination through modular
product architectures
Flexible responses to changing
market opportunities
Speed to market
Rapid performance upgrading
through improved components
Proliferation of product
variety, high model turnover
Flexible distribution networks
Real-time market research
Multiple short-term collaborations
on electronically mediated projects
Concurrent, autonomous,
distributed development process
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