International Product Customisation Strategy : A Steel Industry Case Study

• Main Authors: Dukic, Maria Tena, Roe, Thomas
• Format: Others
• Language: English
• Published: Högskolan i Gävle, Företagsekonomi 2019
• Subjects: customisation; product customisation; business to business; manufacturing; internationalisation; strategy; Business Administration; Företagsekonomi
• Online Access: http://urn.kb.se/resolve?urn=urn:nbn:se:hig:diva-30025

Aim of the study is to understand the elements that can be used in terms of product customisation within the business to business spectrum, to gain a competitive advantage as a manufacturing company by meeting international customers needs. Methods for the study are single case-study with a qualitative research strategy of a using an inductive approach. A semi-structured interview approach was used, with interviews conducted face-to-face and over the phone. There were 10 interviewees all based in Sweden with at least 5 years of experience. Results and Conclusions showed that product customisation is an effective form of strategy in order to achieve a competitive advantage and successfully expand internationally for a company within the manufacturing industry operating in the business to business market. The research showed the elements, internationalisation, culture, product strategy and knowledge transfer, that businesses can use in order to achieve these benefits. Suggestions for further research is to conduct a similar qualitative study using a multiple case-study of manufacturing companies within the business to business industry. In order to gain a broader scope of information, a range of international markets is suggested. Additional to this a study into services customisation in the business to business industry could add further insights into customisation as an international business strategy. A product and services customisation mix too is suggested as further research and how the mix of the two can be used to gain competitive advantage. Contribution of the thesis in international business literature is the benefits and insights of product customisation within the manufacturing industry. It also shows some of the current trends and directions of the B2B manufacturing industry.