Leistungsindividualisierungen im Maschinenbau — Eine wettbewerbsstrategische Analyse

Erich Frese, Marc Lehnen and Sylvia Valcárcel
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Erich Frese: Albertus-Magnus-Platz
Marc Lehnen: Albertus-Magnus-Platz
Sylvia Valcárcel: Albertus-Magnus-Platz

Schmalenbach Journal of Business Research, 1999, vol. 51, issue 9, 883-903

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.

Date: 1999
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DOI: 10.1007/BF03371602

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