The chapter deeps into the strategies of product modularization in business markets according to a marketing and customer value perspective.The thesis developed is that most of studies on product modularity adopts a supplier-oriented perspective. An effective modularization strategy needs to be developed and implemented comined with a real and concrete customer orientation.
Tunisini, A., Strategie di modularizzazione del prodotto e creazione del valore nei mercati industriali, in Tunisini, A. (ed.), Teorie e applicazioni di Business Marketing. Comprendere i processi di mercato e modellare l’azione di management, Franco Angeli, MILANO -- ITA 2008: 63- 85 [http://hdl.handle.net/10807/14109]
Strategie di modularizzazione del prodotto e creazione del valore nei mercati industriali
Tunisini, Annalisa
2008
Abstract
The chapter deeps into the strategies of product modularization in business markets according to a marketing and customer value perspective.The thesis developed is that most of studies on product modularity adopts a supplier-oriented perspective. An effective modularization strategy needs to be developed and implemented comined with a real and concrete customer orientation.
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