Marketing implications of newer manufacturing technologies

Recent advances in product design and manufacturing technologies allow for high levels of product variety at low cost, leading to economies of scope. Economies of scope allow for multiple product operations without the cost penalty of traditional economy‐of‐scale‐based technology. Examines the implications of flexible manufacturing for marketing strategy and organization. Shortening of product life cycles, re‐acceleration of product differentiation strategies and more customer involvement in the entire manufacturing‐to‐marketing process are some of the effects of advanced manufacturing technology on the marketplace.