Title: Rapid productisation: challenges and preconditions

Authors: Kai Hänninen; Tuomo Kinnunen; Harri Haapasalo; Matti Muhos

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

Abstract: The purpose this study is to provide tangible examples of the rapid productisation (RP) challenges in high-tech companies in a sales situation. The need to respond quickly to customer preferences in a changing business environment poses new challenges for companies. RP, a new concept originating from practical challenges, seeks to add customer value in the sales negotiation. When an existing product and service portfolio does not satisfy the customer, RP provides a faster alternative to a new product development process. This study supports managers considering RP as an option to better serve customers and to increase agility within the organisation. It explores RP and presents challenges and preconditions for RP in a sales situation.

Keywords: rapid productisation; product lifecycle management; PLM; new product development; NPD; framework; sales process; high-tech firms; high technology; agility; agile management.

DOI: 10.1504/IJPLM.2013.055877

International Journal of Product Lifecycle Management, 2013 Vol.6 No.3, pp.211 - 227

Received: 01 Nov 2012
Accepted: 24 Feb 2013

Published online: 12 Aug 2013 *

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