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Platforms: engineering panacea, marketing disaster?

Wells, Peter Erskine 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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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: 04 Jun 2017 04:29

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