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Product Line Choices

In: Masterpieces of Swiss Entrepreneurship

Author

Listed:
  • 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)

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.

Suggested Citation

  • Jean-Pierre Jeannet & Thierry Volery & Heiko Bergmann & Cornelia Amstutz, 2021. "Product Line Choices," Springer Books, in: Masterpieces of Swiss Entrepreneurship, edition 1, chapter 17, pages 177-181, Springer.
    • Handle: RePEc:spr:sprchp:978-3-030-65287-6_17
    DOI: 10.1007/978-3-030-65287-6_17
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