Option and Component Bundling under Demand Risk: Mass Customization Strategies in the Automobile Industry
Ralph FürdererToday's worldwide car manufacturers are facing heterogeneous customer needs in highly competitive markets. Anticipating the required level of product variety and controlling the associated technical complexity have become the cutting edge of this industry. Ralph Fürderer presents new component and price bundling methods and characterizes the cross-functional tradeoff in the implementation of mass customization strategies between manufacturing and marketing. The methods have been validated at a world-class car manufacturer. The concepts described in this book have been integrated already in the curricula of leading Business Schools throughout the world.
Beware of he who would deny you access to information, for in his heart he dreams himself your master
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