The chapter deeps into the strategies of product modularization in business markets according to a marketing and customer value perspective.The thesis developed is that most of studies on product modularity adopts a supplier-oriented perspective. An effective modularization strategy needs to be developed and implemented comined with a real and concrete customer orientation.
|Translated title of the contribution||[Autom. eng. transl.] Product modularization strategies and value creation in industrial markets|
|Title of host publication||Teorie e applicazioni di Business Marketing. Comprendere i processi di mercato e modellare l’azione di management|
|Number of pages||23|
|Publication status||Published - 2008|
- CUSTOMER VALUE