Manufactoring: a wide product range at a low cost

Discusses how the adoption of a “manufactoring”strategy can solve the dilemma of market demand for a wide range of products and assesses the concomitant cost of producing and offering such a strategy. To offer a full range of products to a growing number of mini‐markets, the most cost‐effective option for manufacturers may be found in the adoption of a make‐or‐buy “manufacturing”strategy. Offers a new angle on the discussion of product line management, drawing from a wide range of marketing areas and issues including: product proliferation, “hypersegmentation”, joint ventures and product development.