Title: Rapid productisation as a strategic choice in small- and medium-sized companies

Authors: Kai Hänninen; Ville Isoherranen; Tuomo Kinnunen; Harri Haapasalo

Addresses: Department of Industrial Engineering and Management, University of Oulu, P.O. Box 4610, FI-90014, Finland ' Department of Industrial Engineering and Management, University of Oulu, P.O. Box 4610, FI-90014, Finland ' Department of Industrial Engineering and Management, University of Oulu, P.O. Box 4610, FI-90014, Finland ' Department of Industrial Engineering and Management, University of Oulu, P.O. Box 4610, FI-90014, Finland

Abstract: The objective of this study was to describe how rapid productisation (RP) can be used as a strategic choice for small- and medium-sized enterprises (SME). This study attempts to offer insight regarding how a given strategy and competitive situation forces companies to make decisions to abandon formal predetermined procedures. This case study examines the RP concept through the clarification of business case objectives set to start RP. It scrutinises the use of RP as a strategic decision in the case of SMEs. The study presents enablers for RP, the objectives for RP and RP as a strategic choice. In addition, it provides support for the managers of SMEs in considering RP as a revenue making option. Planned and intentional RP allows a company to react on customer expectations without unnecessarily expanding the company offerings. RP is a new concept originating from practical challenges in sales situations.

Keywords: SME strategy; rapid productisation; case study; value creation; decision making; strategic choices; small and medium-sized enterprises; SMEs; customer expectations.

DOI: 10.1504/IJMDM.2014.058468

International Journal of Management and Decision Making, 2014 Vol.13 No.1, pp.1 - 16

Received: 28 Feb 2013
Accepted: 04 Sep 2013
Published online: 30 May 2014 *

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