Details of Research Outputs

This article is conceptual and it outlines the implications for Original Equipment Manufacturers (OEM) in developing a new hybrid manufacturing service-based marketing strategy. First, by using the Porter’s Value Chain model, it will outline how OEMs develop their competitive advantages in a normal context and then run the same theoretical analysis in the context of a homogenous market. The conclusion will show that in order to create competitive advantages without using too much resources, marketing, service and technology could work together and lead OEMs to adopt a more service-based marketing management orientation. Second, the implications of this new direction for OEM will reveal the need to implement internal and external marketing activities in addition to a more traditional external marketing one. The importance of the role played by technology in this endeavor will be established. The implication on the software side will show that a Customer Relationship Management system need to consider internal customers as well as external one. And on the hardware side, the important and relevant role of current innovative information technology trend will be proposed. Finally, the article will conclude on the need to develop a new direction in TQM research for manufacturers posing as service providers in other to help them making their competitive advantage sustainable.