haku: @author Tombak, M. M. / yhteensä: 6
viite: 4 / 6
| Tekijä: | Tombak, M. M. |
| Otsikko: | Process technologies, learning and brand proliferation |
| Lehti: | European Journal of Operational Research
1995 : APR, VOL. 82:1, p. 26-38 |
| Asiasana: | BRANDS LEARNING MANUFACTURING TECHNOLOGY COMPANIES |
| Kieli: | eng |
| Tiivistelmä: | The paper examines a firm's choice between a production system and a technology. Examples of the latter, new technologies include flexible manufacturing systems (FMS) and computer aided design and manufacturing equipment (CAD/CAM). The technology/market conditions under which these technologies facilitate brand proliferation are shown. It is discovered that when the market is small and/or demand is elastic, the equilibrium behaviour of the firm using the new technology will be to introduce enough new products to the market to drive out the other firm. Thus, technologies generating such learning effects at a fixed cost can be used in gaining strategic advantage in competitive markets. |
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