Platforms: engineering panacea, marketing disaster?

Wells, Peter Erskine ORCID: https://orcid.org/0000-0002-4376-7178 2001. Platforms: engineering panacea, marketing disaster? Journal of Materials Processing Technology 115 (1) , pp. 166-170. 10.1016/S0924-0136(01)00761-0

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Abstract

For the global automotive industry, platforms are the panacea of the 1990s, the perfect way to combine economies of scale, globalisation, multi-branding, and rapid rates of new product introduction. This paper explores the production and marketing logic of platform strategies within multi-brand constellations. The production logic of platforms is demonstrated together with the implications for steel supply. However, attention is also drawn to the potential problems with platform strategies.

Item Type:	Article
Date Type:	Publication
Status:	Published
Schools:	Business (Including Economics) Centre for Advanced Manufacturing Systems At Cardiff (CAMSAC)
Subjects:	H Social Sciences > HF Commerce T Technology > TL Motor vehicles. Aeronautics. Astronautics
Uncontrolled Keywords:	Platforms; Vehicle manufacturers; Production strategy; Marketing; Steel supply
Additional Information:	Issue containing selected papers from the 7th International conference Sheet Metal: SheMet'99
Publisher:	Elsevier
ISSN:	0924-0136
Last Modified:	21 Oct 2022 10:21
URI:	https://orca.cardiff.ac.uk/id/eprint/39945

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