Marketing advantages via new manufacturing technologies
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TL;DR
Computer-integrated manufacturing is generally seen as the manufacturing technology of the future but it rather requires an effective marketing orientation to transform those technological innovations into competitive advantages.
Abstract
Computer-integrated manufacturing (CIM) is generally seen as the manufacturing technology of the future. Within the scope of discussion concerning the chances and risks of CIM it is always pointed out that a company can also strengthen its market position by the improvements following the implementation of CIM at the factory floor. These competitive advantages do not arise automatically. It rather requires an effective marketing orientation to transform those technological innovations into competitive advantages.