Conference paper
Framework for developing product strategy for Configure-To-Order products
Companies producing customized products tend to increase the variety of their product portfolio, in order to fulfill the demand of their customers and align with the competitors. Nevertheless the profitability of the product families may vary greatly. The purpose of this paper is to analyze profitability of Configure-To-Order (CTO) products.
The framework consists of a 4-step model: Analysis of product assortment, Profitability analysis on configured products, Market and Competitors analysis, Scenarios for future product assortment. The suggested framework is tested on a company. The results in terms of product delimitation and experiences gained from the case study are further discussed.
Language: | English |
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Publisher: | University of Novi Sad |
Year: | 2014 |
Proceedings: | 6th International Conference on Mass Customization and Personalization in Central Europe |
Types: | Conference paper |
ORCIDs: | Myrodia, Anna and Hvam, Lars |