haku: @journal_id 69 / yhteensä: 714
viite: 271 / 714
| Tekijä: | Alberts, W. W. |
| Otsikko: | The experience curve doctrine reconsidered. |
| Lehti: | Journal of Marketing
1989 : JUL, VOL. 53:3, p. 36-49 |
| Asiasana: | COSTS MARKET SHARE PRODUCTION |
| Kieli: | eng |
| Tiivistelmä: | Special problems of the experience curve concept are discussed. Literature is reviewed. The role of the experience curves in strategy development is examined. Major components of the doctrine are identified and described. Causes of cost reductions at the micro level are analysed. A rebuttal of the doctrine is offered. It counterargues that the key to generating a cost advantage is innovation. A case is made that in most market circumstances rate of return building, not share building, is the most profitable way for a unit to exploit an innovation-caused cost advantage. Alternative strategies are analysed. Cost management implications are summarized. |
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