Product Line Choices

Jean-Pierre Jeannet, Thierry Volery, Heiko Bergmann and Cornelia Amstutz
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Jean-Pierre Jeannet: International Institute for Management
Thierry Volery: ZHAW School of Management and Law
Heiko Bergmann: University of St. Gallen
Cornelia Amstutz: University of Lucerne

Chapter 17 in Masterpieces of Swiss Entrepreneurship, 2021, pp 177-181 from Springer

Abstract: Abstract Success in global markets is not only dependent on the quality and effectiveness of a single product. For many firms, even as they focus on narrow niches, the number of product variations they can cram into a narrow market space becomes a competitive advantage. How SMEs dealt with requirements for product line depth vs. breadth and, in particular, how they managed to use platforming and modularity to maximize product variations to increase the number of SKUs offered in their chosen market space. To enable such market cramming, companies have adopted extensive modularization strategies to create a maximum of product variations from a limited set of components. Platforming is another method companies use to create multiple variations from a single platform which is more efficient to produce and market. The combination of both modularization and platforming is allowing this game to be played to an even greater extent, permitting a small company to become a relative giant in a small space.

Date: 2021
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DOI: 10.1007/978-3-030-65287-6_17

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