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: Chapter in Book/Report/Conference proceeding › Conference contribution

Abstract

A cross-functional perspective is adopted and marketing science ideas are synthesized 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. Several assumptions are made for the sake of tractability. The assumption that cannibalization is restricted to a small set of baseline models is a simplification and assumes that management is able to identify the relevant set of baseline models.

Original language	English (US)
Title of host publication	Annual International Conference Proceedings - American Production and Inventory Control Society
Editors	Anon
Publisher	APICS
Pages	236-241
Number of pages	6
State	Published - Dec 1 1997
Event	Proceedings of the 1997 40th International Conference and Exhibition - Washington, DC, USA Duration: Oct 26 1997 → Oct 29 1997

Other

Other	Proceedings of the 1997 40th International Conference and Exhibition
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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Cite this

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

abstract = "A cross-functional perspective is adopted and marketing science ideas are synthesized 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. Several assumptions are made for the sake of tractability. The assumption that cannibalization is restricted to a small set of baseline models is a simplification and assumes that management is able to identify the relevant set of baseline models.",

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Ramdas, K & Sawhney, M 1997, Two blind men and the elephant: A cross-functional approach to designing product line extensions with component sharing. in Anon (ed.), Annual International Conference Proceedings - American Production and Inventory Control Society. APICS, pp. 236-241, Proceedings of the 1997 40th International Conference and Exhibition, Washington, DC, USA, 10/26/97.

Two blind men and the elephant : A cross-functional approach to designing product line extensions with component sharing. / Ramdas, Kamalini; Sawhney, Mohanbir.

Annual International Conference Proceedings - American Production and Inventory Control Society. ed. / Anon. APICS, 1997. p. 236-241.

Research output: Chapter in Book/Report/Conference proceeding › Conference contribution

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