Managing the change of strategy from customisation to product platform: Case of Mabuchi Motors, a leading DC motor manufacturer

Tomoatsu Shibata, Mitsuru Kodama

Research output: Contribution to journalArticle

5 Citations (Scopus)

Abstract

This paper analyses how component manufacturers can change from a customisation to a product platform strategy. This change requires component manufacturers to deal with issues related to the product architecture of the component itself and to the product development process required to sustain the platform strategy. This paper presents an in-depth analysis of the change in product strategy of Mabuchi Motors, a specialised DC motor manufacturer that sells DC motors for an average of 50 yen and that has enjoyed long-term stability and high profitability. The process involved in changing product strategy is analysed from two perspectives, the design concept (product architecture) of the DC motor, and its product development process. Academically, this study may contribute to enhancing the quality of product platform strategies by expanding these strategies from end product manufacturers to component manufacturers.

Original languageEnglish
Pages (from-to)289-305
Number of pages17
JournalInternational Journal of Technology Management
Volume67
Issue number2
DOIs
Publication statusPublished - 2015

Keywords

  • Change of strategy
  • Component manufactures
  • Mabuchi Motors
  • New product development
  • Product platform strategy
  • Technology management

ASJC Scopus subject areas

  • Engineering(all)
  • Strategy and Management
  • Industrial relations
  • Computer Science Applications
  • Law

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