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
|
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: | Schools > Business (Including Economics) Research Institutes & Centres > 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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