Two blind men and the elephant: A cross-functional approach to designing product line extensions with component sharing

Kamalini Ramdas*, Mohanbir Sawhney

*Corresponding author for this work

Research output: Contribution to conferencePaper

Abstract

The study aims to provide managers with a better understanding of the strategic implications of the impact of new-product decisions on profitability. A cross-functional perspective and synthesized marketing science ideas are adopted with research in the product development, accounting, and manufacturing areas to develop conceptual, analytical and empirical insights into the impact of different levels and types of new product variety on a firm's overall profitability. The research is the first step to address the product line evaluation problem from a cross-functional perspective, when a firm is simultaneously evaluating multiple line extensions.

Original languageEnglish (US)
Pages[d]236-241
StatePublished - Jan 1 1998
EventProceedings of the 1997 40th International Conference - Washington, DC, USA
Duration: Oct 26 1997Oct 29 1997

Other

OtherProceedings of the 1997 40th International Conference
CityWashington, DC, USA
Period10/26/9710/29/97

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ASJC Scopus subject areas

  • Management Information Systems
  • Industrial and Manufacturing Engineering

Cite this

Ramdas, K., & Sawhney, M. (1998). Two blind men and the elephant: A cross-functional approach to designing product line extensions with component sharing. [d]236-241. Paper presented at Proceedings of the 1997 40th International Conference, Washington, DC, USA, .