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

Kamalini Ramdas; Mohanbir Sawhney

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

Marketing

Research output: Contribution to conference › Paper › peer-review

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 language	English (US)
Pages	[d]236-241
State	Published - Jan 1 1998
Event	Proceedings of the 1997 40th International Conference - Washington, DC, USA Duration: Oct 26 1997 → Oct 29 1997

Other

Other	Proceedings of the 1997 40th International Conference
City	Washington, DC, USA
Period	10/26/97 → 10/29/97

ASJC Scopus subject areas

Management Information Systems
Industrial and Manufacturing Engineering

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