Total Dispersion

Total Dispersion

Toru Higuchi (Sakushingakuin University, Japan) and Marvin Troutt (Kent State University, USA)
DOI: 10.4018/978-1-59904-555-9.ch014


In the middle of the standardized stage, the severe competition in the market promotes the total dispersion of the manufacturing facilities. Various types of companies, such as leading companies, followers, and cost cutters, can exist in the same market because of the advancement of the product design and the production process invites newcomers and enables them to compete with others equally. It is natural that an appropriate strategy differs based on the company type. All types of consumers, the extreme innovator, the innovator, the early adopter, the early majority, the late majority, and the laggard, also exist in the market in this stage. Although their preferences are different, they, in particular the late majority and the laggard, want the price to fall. In addition, the demand grows globally. To respond to the consumer’s request and the global demand, the total dispersion of the manufacturing facility advances globally.

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