The Differentiation Strategy of Modular Type Product's Subsystem : The Case Analysis of Korean and Chinese Truck Makers

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  • モジュラー型製品におけるサブシステムの差別化戦略 : 韓中トラックメーカーの事例研究
  • モジュラーガタ セイヒン ニ オケル サブ システム ノ サベツカ センリャク カンチュウ トラックメーカー ノ ジレイ ケンキュウ

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As the research question, this paper set up a theme that if the company would differentiate modular-type products adapting to the company's managerial resources and external environments, how it should combine the internal structures of a core subsystem, a general subsystem and a customer specification subsystem, and differentiation strategies. In order to answer this question, this paper took up Hyundai Motor's Co. Ltd., Tata Daewoo Commercial Vehicle Co. Ltd., FAW Jiefang Automotive Co. Ltd., China National Heavy Duty Truck Group Co. Ltd., Chunlan Auto Manufacturing Co. Ltd., as the subjects of case studies. The results of these case studies can be summarized that it is required to combine the inner structures of a core subsystem, a general subsystem and a customer specification subsystem, and a product-oriented strategy, a market-oriented strategy and a custom-made strategy adapting to the company's managerial resources and external environments in order to differentiate a modular-type product. This paper's contributions to the previous researches are as follows. At first, this paper enlarged the scope of subjects on the differentiation of a modular-type product, and clarified how the company should combine the inner structures of a core subsystem, a general subsystem and a customer specification subsystem, and a product-oriented strategy, a market-oriented strategy and a custom-made strategy adapting to the company's managerial resources and external environments. At second, this paper classified the product differentiation strategies of a modular-type product into a product-oriented strategy, a market-oriented strategy, and a custom-made strategy, and the inner structures of subsystem into an open-type and a closed-type, and clarified how the company should combine product differentiation strategies and the inner structures of subsystems in order to make a modular-type product more differentiated from other competing products. Results of case studies show that there are some new types of product differentiation strategies that previous researches hadn't dealt with.

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