Product family positioning based on customer value

Yiyang Zhang and Jianxin Jiao

International Journal of Product Development, 2005, vol. 2, issue 4, 339-352

Abstract: To keep a competitive advantage, it is imperative for industries to deliver the 'right' product offerings to the target market. The selection of an optimal mix of product variants becomes a critical decision problem facing companies across industries, namely product family positioning. To deal with the dilemmas involved in the product family positioning problem, a maximising customer value model is proposed. A genetic algorithm is applied to solve the combinatorial optimisation problem. A case study of motor product family positioning is reported to validate the feasibility of the proposed methodology.

Keywords: product family positioning; customer value; genetic algorithms; competitive advantage; product development; product mix; product variants; product families; automotive products; product variety. (search for similar items in EconPapers)
Date: 2005
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