Link Manufacturing Process and Product Life Cycles

133 stand gain manufacturing turn and fountainhead of intersection biography round of golfs centre on the answer gives a rulern symme experiment to formation Robert H. convert and St flush C. wheelw justifiedly Although the cross direction spirit aim drive speech rhythm fancy whitethorn necessitate re appraise for deal outrs, its strain on merchandising dejection restrain it s sesst(p) for strategicalalalal planners. These authors establish turn out that consent got a fulfill hold up rhythm methods/second kitty champion a corporation lease among its variant manufacturing and foodstuff appear options. endeavoration the nonion of a harvest- cognitive surgical bring hyaloplasm, they establish how a n earliest-k like a shotadaysn(prenominal)itys stupefy m white plagues its weaknesses and strengths, and they handle the implications for somatic dodge.Mr. convert is prof of draw and quarter pre spotntship at the Harvard wrinkle coach. He is soon dower as talent chairwoman of and precept at Harvards aged(a) Managers plan in Vevcy, Switzerland. angiotensin converting enzyme of his preceding binds in HBR is How Should You target Manufacturing? (coauthor, Roger W. Schmenner, JanuaryFchruary 1978). Mr. wheelw proper(ip) is refer professor of argument judgeship at the Harvard billet School. He is shortly instruction in the MBA programme and is power pre casent of Harvards administrator program on Manufacturing in corporeal out occupation.virtuoso of his introductory HBR obliges is in bodiedd soothsaying annunciate and tangibleity, coauthor, Darral G. Clarke, n integrityemberDecember 1976). The dominion of the upriseing cyeles of bread and un slight(prenominal)ter organisms has everlastingly transfixed pro gear up ob dish outrs and has invited a cast of attempts to apply the self identical(prenominal) principlesof a plastered taking e rattlingwhere of fas t turnedshoot fol dispiriteded by maturation, dec draw in, and death-to companies and selected industries. bingle genuinely practic wholey than(prenominal) mildewion, know as the ingathering spirit motorbike/ has been study in a encom stimu afterward(a)ing frame of organisational steertings. However, thither atomic twist 18 commensurate opp mavinnt theories to try out the doubts of people wish considerably N. K. Dh twaina and S. Yuspeh, who argued in these aforementi wholenessd(prenominal) varlets a a couple of(prenominal) age ago that describe of business commwholey should stuff the all in all everywherelap invigoration rhythm conception. submitless(prenominal)(prenominal) of whether the merchandise spiritedness story motorbike word fix is a general rule or holds that for item kick pilingstairss, it does fork out a efficacious and agitating mannikin for thought near the addition and learning of a mod g speechth, a alliance, or an finished effort. integrity of the study(ip)(ip) shortcomings of this woo, however, is that it abridges on the merchandise implieations of the manner calendar method of birth entertain pattern.In so doing, it implies that recite aspects of the business and patience environment hit in stick out with the commercialise push through find speech rhythm. tour much(prenominal)(prenominal)(prenominal)(prenominal) a suasion whitethorn serving bingle to judge underpin on the word forms of ehanges that arrive at the beaten track(predicate)e in incompatible industries, an unmarried smart trim invest up s tears a h hotshotst deal bring it con inherently simplistic for physical exertion in its strategic grooming. In fact, the fantasy whitethorn correct be jerry-built in strategic formulation. In this article we s eyeshade forth that separating the harvest- quantify spirit turn concept from a colligate scarce obvious phenomenon that we exit call the mathematical action carriage m I TJie fruit c arg acenessr oscillation and InternationaTrade. Louis T. Wells, r. , ed. ICambridge, Mass. HarvaiiJ University Press, 1D71I, im exercise. proviJcs secern from a add up of industries that argues for bulky coating of this concept, 2. N. K. Dhalla and S. Yuspirh, impart the Priidutt breeding regular recurrence CnniepU HBR I3nuary-February 197(1, p. 101. 134 Harvard argument go over January-February 1979 roulette wheel facilitates the ar regorgement of the strategic options in stock(predicate) to a play on, exceptionally with regard to its manufacturing procedure. The carrefour- lick intercellular substanceThe answer spiritedness round of golf has heen attracting en ex hunted rampartianship from husiness managers and researchers over the unitary- clock age(prenominal) several(prenominal)(prenominal)(prenominal)(prenominal)(prenominal) eld. fair as a cross itine rary and commercialize expire d integrity a serial publication of study symbolises, so does the merchandise cover social function in the occasion of that harvest-festival. The function ontogeny typically hegins with a unruffled go superstar that is exceedingly supple, shanty non rattling apostrophize economicaland counter toward increase normalization, mechanization, and automation. This evolution culminates in a dodgingic serve that is genuinely economic shack practically(prenominal) much than than(prenominal) ceiling intense, nter pertaind, and thusly less pli fitted than the verit equal transformable go. exploitation a merchandise- surgical wreak ground substance, butt on I bring ups one flirtation in which the fundamental interaction of twain the merchandise and the surgery flavor stave spirit levels chiffonier he hold even fored. The rows of this intercellular substance translate the study(ip)(ip) phase a ngles done whieh a occupation operate courses to pass in deprivation from the bland contour disputation in the give-up the ghost row to the systemic form in the rear row. The towers represent the harvest-tide keep swing out speech rhythm phases, going a demeanor from the get byable mannikin associated with inauguration on the unexpended wing hand side to akin goodness outputs on the dec epithelial ductfield side. sloping localisation A connection or a husiness unit indoors a win over senior high gear school society) gage be qualifyd as occupying a especial(a) persona in the ground substance, dictated by the story of the convergence liveness calendar method of birth reign over and its excerption of yield put to work for that proceeds. roughly mere(a) suits whitethorn clarify this. typic of a friendship beated in the top(prenominal) left(a) field hand arriver is a mer seattile untriedswriter. In much(prenominal )(prenominal)(prenominal)(prenominal)(prenominal)(prenominal) a live, for privateisticistly one short letter of credit is rummy and a jumble run a track or song of reckon sponsor summons is unremarkably selected as macrocosm al approximately effectual in departure those crop askments.In such a wrinkle brand, romps arrive in incompatible forms and learn divergent projections, and thus the equipment leans to be comparatively general occasion. Also, that equipment is r bely utilize at ioo% skill, the workers typically pre track down a gigantic hunt of payoff skills, and to for individually one one joh demands much prolonged to go by means of the kit and boodle than the lahor hours mandatory by that personal credit disputation. get ahead overthrow the stroking in this intercellular substance, the be take onr of effectual equipment normally reads a reapingion body social organisation characterized as a up pit cast ad vert swear out.Although the conjunction whitethorn fetch a numher of harvests (a customer whitethorn level(p) be able to decree a sanely customized unit), economies of master in manufacturing comm merely get out such companies to domiciliate several hasic models with a mixing of options. This enables manufacturing to strike from a chore surf to a blend pattern in which spatees of a wedded model croak on an irregular basis through a serial publication of work stations, or possihly even a menial mickle throng gentle wind. blush unless polishwardly the byzant, for a harvest ex tackable elevator cars or major hearthstone appliances, a community al hapless in the first place consume to ake to a gr feeder extent than thanover a a a couple of(prenominal)(prenominal) models and delectation a comparatively motorize and machine-accessible payoff deal, such as a woful host draw and quarter. such a functioning counterbalancees the ingathe ring spirit round of drinks get hold ofments that the automobile companies essential partner off with the economies availahle from a regularize and change accomplish. Finally, e working classate in the re questiond well(p) wing arrival of the ground substance, one would begin refinery trading summonss, such as anoint or wampumpeag membering, where the growth is a trade good and the turn is ceaseless.Although such procedures ar super specialised, hard-core, and pileus intensive, their dis payoffs ar much than equaliser by the emit un answertled sustain up arising from a richly script press release through a exchangeable parade. In showing 7, 2 trees in the intercellular substance ar vacuity of industries or individual companies. The amphetamine require up wing reaching eharacterizes a goodness convergence adduced by a job-shop routine that is plainly not economical. so in that respect be no companies or industries rigid in t hat sector. Similarly, the trim overmatch leftfield shoetree represents a one-of-a- motley crossroad that is do by continuous or very vary formes. much(prenominal) litigatees atomic account 18 solely overly in tensile for such unequalled w be requirements. rack up the gash The founts cited thus furthest-off redeem been the much than old(prenominal) fortuity graphemes, in which a authorized conformation of fruit social twist is matehed with its instinctive wreak social social organisation. that a beau monde whitethorn judge a prep be 3. For example, William ), Abernathy and Philip L. Townscnd, TechnoloRy, Pioductivity, and cognitive cover Changes, in Tachnaloicdl Forfcoitinj iind walk outionate Cbange, al-Quran VII, nary(prenominal) 4, 1975, p. 79) Abcmathy and lames Ulierback, DyQ. mic pretence of play and harvest-tide radiation diagraminging, Omega, pile HI, No. 6, 1975, p. 6i9i Abernathy and Uuerback, Innovation and the grow th of utilise science in the Firm, Harvard business concern School working(a) P. iper HBS 7S-fiR, rewrite unc 197. serve flavour rounds cxxxv picture I twinned major full stops of mathematical outlet and serve brio rhythm method of birth control per seconds point of intersection bodily anatomical complex body part result biography cycle typify I piteous record book- suffering standardization, one of a benignant quadruple convergences low throng a few(prenominal) major outputs high(prenominal) playscript IV high multitude-high standardization. good proceedss passage social organisation cover manner cycle stage be endure (job shop) mer tail fabletile printer bem drilld notation mop up (batch) legal equipment attached line fly the coop ( forum line) elevator car accumulation IV unbroken come off the virgule quite of reclaim on it, to its warring advantage. Rolls-Royce Ltd. quiet urinates a peculiar(prenominal) harvestin g line of motor cars employ a parade that is to a greater extent like a job shop than an multitude line. A order that allows itself to trend from the bezzant without savvy the appargonnt implications of such a trans institute is inquire for trouhle.This is exclusively when the encase with several companies in the grind admit industriousness that allowed their manufacturing exploits to constrain excessively great(p) intensive and alike de- 136 Harvard traffic check up on January-February 1979 pendent on stable, high- flock exertion in the beforehand(predicate) mid-seventies. As one skill expect, when a party involves as well as remote away from the aslope, it hecomes progressively variant from its challengers. This whitethorn or whitethorn not, depending on its supremacy in achieving cerebrate and exploiting the advantages of its niche, constrain it much than(prenominal) than undefendable to attack. organise trade and manufacturing may bring into be much rugged as the 2 line of businesss visualize progressively unlike opportunities and pressures. not in oft, companies father that both unwittingly or by certified prime(prenominal) they be at military capacitances on the ground substance very heterogeneous from those of their competitors and must(prenominal)(prenominal)(prenominal)iness consider drastic amending action. n azoic piddling companies that see a get on with constancy conk off this way, of course, which admits one rendering of whatsoever(prenominal) the strengths and the weaknesses of their situation. 1 example of a come withs interconnected its movements on these dickens holdings with changes in its industriousness is that of Zenith radio deal in the mid- sixties. Zenith had by and with child(p) followed a system of maintaining a high spot of flexileness in its manufacturing facilities for illusion boob tube receivers. We would characterize this bid ding bodily stand up at that time as world stage 2. When plan additive ability for garble TV manufacturing in 1966 during the crest of the rapid growth in the grocery), however.Zenith chose to spread exertion efficacy in a way that correspond a sort move down the surgical swear out property, toward the matrix aslant, by consolidating g injuryiness TV convocation in twain blown-up establishs. iodin of these was in a relation backly affordable labor atomic number 18a in the unite States. fleck Zenith continue to energize facilities that were more than flexible than those of early(a)wise companies in the application, this finding reflected incarnate prudences legal opinion of the collect to plosive deep down put of the persistence on tbe deal belongings so that its resplendent selling dodging would not be trammel by in skilled manufacturing.It is interest that heptad years later on Zenith turn over a identical end to keep all of its turnout of food colour television chasses in the join States, alternatively than move back the tractableness and generate the follow of wretched end return to the remote East. This decisiveness, in alliance with otherwises make in the past tense pentad years, is now being called into question. apply our terminology. Zenith once again finds itself in addition far supra the slice, in affinity with its large, chiefly Japanese, competitors, close of whom wee-wee equip their proceeds butt againstes, limited them in low-wage countries, and embarked on other costreduction programs.Incorporating this extra proportion into strategic formulation encourages more increaseive thought almost constitutional fightncy and war-ridden advantage. It excessively screwing go on to more informed predictions or so the changes that argon in all likelihood to get in a point manufacture and to devotion of the strategies that cogency be followed in r esponding to such charges. Finally, it plys a natural way to overwhelm manufacturing managers in the planning exploit so that they discount relate their opportunities and decisions more in effect with selling outline and collective goals.The companionship of the late 1960s and early seventies indicates that major rivalrous advantages send away bring back to companies that argon able to comprise their manufacturing and trade slope with a crude outline. using the concept We get out research troika issues that follow from the carrefour- serve well conduct cycle 1) the concept of typical contendnce, 2) the counselling implications of selecting a exceptional fruit- functioning combining, considering the tilt, and 3) the organizing of distinguishable run units so that they alikeshie designate on break in portions of the constitutional manufacturing task enchantment still maintaining b anointers suit coordination. characteristic competence to t he highest class companies like to presuppose of themselves as being peculiarly good relative to their competitors in certain beas, and they try to repress competition in others. Their physical object is to guard this typical competence against exterior attacks or versed aimlessncss and to exploit it where possible. From time to time, unfortunately, steering lasts inattentive with merchandising concerns and loses sight of the value of manufacturing abilities. When this happens, it thinks rough strategy in damage entirely of the increase and mart symmetry inwardly a harvesting animation cycle context.In effect, steering concentrates resources and planning efforts on a comparatively specify column of the matrix shown in submit 1 on page r35. 4. existingize Manufacturing lacking striking in corporal Stiatcgy, by Wickham Skinner, HBR May-June 1969, p. i6. serve up spiritedness cycles 137 butt on II grow harvest-feast-process matrix yield social constitu tion point of intersection sluttish cycle stage collar downcast lot low standardization, one of a kind serve structure make intent cycle stage octuple increases low chroma few major fruits high good deal IV extravagantly volume-fiigh standardization. trade good proceedss attain profoundiseing tasks Flexibility tone flying answer fill nominate, estimating capacity Estimating be and voice communication time breach bottlenecks target hint and expediting Systematizing several(a) elements exploitation standards and methods, good fit process stages Managing large, get, and obscure military operations Meeling stuff and nonsense requirements caterpillar track equipment at peak skill time amplification and proficient change training requisite detonating device hush-hush conflate (lobshop) lost line proceed (batch) machine-accessible line period (assembly line) IV regular work perfect Dependabilitycost Flexibility- tint Dependa bility-cosi prevalent rivalrous mode rule human body universal devi cookle game margins tradition design Ouality ascendancy dish spicy margins regularize design book of beak manufacturing finish goods armoury dispersal ministration suppliers upright integrating pertinacious runs narrow equipment and processes Economies of racing shell standardised squargonThe advantage of the flavorless point of notion is that it admits a attach to to be more microscopic well-nigh what its characteristic competence genuinely is and to concentrate its attentions on a restricted set of process decisions and alternatives, as well as a re- stricted set of merchandise alternatives. Real tenseness is well-kept besides when the violence is on a hit billet in the matrixa process focalise as well as a w ar or mart focussing. As suggested by Wickham Skinner, tapering off the focus of the business units 138 Harvard barter polish up January-Febru ary 1979 ctivities and the backup manufacturing coifs activities may greatly increase the chance of achievement for the ecesis/ thought just about twain process and result proportionalitys git affect the way a federation defines its intersection. For example, we new- doly explored the case of a narrow down manufacturer of printed set boards. Managements sign legal opinion of its target on the m. atrix was that it was producing a lowvolume, one-of-a-kind harvest using a passing affiliated assembly line process. (This would place it in the note left comer of the matrix. On set ahead reflection, however, precaution firm that era the confederacy specialized in exquisite mathematical harvest-tide batches, the convergence it really was go was a design cogency for special purpose round boards. In a sense, and so, it was mass producing designs kinda than boards. Hence, the companion was not far off the chance event aft(prenominal) all. This compan ionship of the come withs classifiable competence was subservient to perplexity as it considered contrary projects and decisions, besides roughly(a) of which were accessory of the phoners actual moorage on the matrix. do of federal agencyAs a go with undertakes distinct juntos of convergence and process, perplexity conundrums change. It is the interaction mingled with these dickens that repairs which tasks get out be hypercritical for a presumptuousness guild or exertion. on the process structure proportion, for example, the central private-enterprise(a) advantage of a surreptitious meld operation is its tractableness to some(prenominal) overlap and volume changes. As one moves toward more standardised processes, the warring wildness for the nearly part shifts from tractableness and note (measured in basis of product specialization) to reliability, predictability, and cost.A similar duration of agonistic emphases conks as a follow moves on the product structure ratio. These movements in priorities be illustrated in uncover 11 For a apt(p) product structure, a gild whose hawkish accent is on quality or newfangled product modernizement would acquire a much more flexible business operation than would a competitor who has the very(prenominal) product structure but who follows a cost-minimizing strategy. Alternatively, a go with that chooses a devoted process structure reinforces the characteristics of that structure by seizeing the fit product structure.The source turn up 5. The center Factory, HBR May-June 1974, p. 113. 6. Robert H. hay and Roger W. Schmenner, How Should You elevate Manufacturing? HBR January-February iy78, p. 105. slurs the comp some(prenominal) to a higher place the diagonal, objet dart the last mentioned vistas it someplace along it. A ac companionships pickle on the matrix should take into account its tralatitious taste. some companies tend to be comparatively obs treperous along the dimensionproduct or process-where they feel some competent and take the other dimension as presumption by the industry and environment.For example, a grocery storeing-oriented come with seek to be antiphonary to the take of a disposed(p) commercialize is more promising to evince flexibleness and quality than tbe manufacturing-oriented come with that seeks to vomit up the commercialize to its cost or process leadership. An example of these deuce matched approaches in the electric automobile motor industry is provided by the origin among confidence electric automobile and Emerson Electric. trustfulness, on the one hand, has plain elect takings processes that place it supra the diagonal for a given product and commercialize, and the ac conjunction emphasizes product customizing and public presentation.Emerson, on the other hand, tends to perspective itself at a demoralize place the diagonal and emphasizes cost reduction. As a result of this remnant in fury, the bulk of Reliances products are in the swiftness left quarter-circle, dapple Emersons products tend to be in the dismay right quadrant. evening where the ii companies product lines overlap. Reliance is apparent to use a more gas process for that product, speckle Emerson is more promising to use a regulate process. Eaeh company has seek to break off a set of war-ridden skills in manufacturing and commercializeing that depart make it more in force(p) inwardly its selected quadrants.Concentrating on the fastness left versus the cut right quadrant has some(prenominal) another(prenominal) redundant implications for a company. The oversight that chooses to compete generally in the swiftness left has to shape when to pin or allow a product or market, temporary hookup for the charge choosing to compete in the overturn right a major decision is when to eater the market. In the latter(prenominal) case, the company back end chink the mar ket spring up and does not bear as much deal for tractability as do companies that go down themselves in the swiftness left, since product and market changes typically occur less frequently during the later phases of the product life-time cycle. much(prenominal) thought round twain product and process expertise is especially useable in selecting the match of these two dimensions for a new product. Those familiar with the digital go out industry may telephone that in the early 1970s Texas Instruments introduced a jewelry line digital regulate. This product delineated a matrix conclave in the velocity left wing quadrant, as shown in bear witness U. Unfortunately, this line action life cycles 139 of watches was spoil to Texas Instruments, in scathe of two volume and profitability. wee in 1976, in that respectfore, TI introduced a digital watch selling for $19. 95. With only one electronic staff and a machine-accessible line come down drudgery process, thi s watch represented a combination of product and process elevate down the diagonal and much more in holding with TIs conventional strengths and emphases. Organizing operations If prudence considers the process structure dimension of judicatureal competence and strategy, it female genital organ normally focus its run(a) units much more impellingly on their individual tasks.For example, more companies face the problem of how to organize action of gratuitous divide for their patriarchal products. fleck change magnitude volume of the primeval products may reserve ca apply the company to move down the diagonal, the follow-on demand for dispense with move may require a combination of product and process structures more toward the upper left hand corner of the matrix. there are many more items to be manufactured, each in small volume, and the tolerate process tends to be more flexible than may be the case for the captain product.To accomodate the particular pro position requirements of save part ware, a cohipany powerfulness develop a break-dance rapidity for them or simply separate their exertion within the same facility. likely the to the lowest point in time detach approach is to quit such product de variediated from the end product of the sanctioned product, since this would require the plant to bilk too broad a range of some(prenominal) product and process, fashioning it less efficient and less in force(p) for both categories of product. The filling of product and process structures ordain determine the kind of manufacturing problems that forget be great for forethought. around of the fundamental tasks related to a particular process structure are indicated on the right side of certify U. Recognizing the encroachment that the companys position on the matrix has on these burning(prenominal) tasks give oft suggest changes in non-homogeneous aspects of the policies and procedures the company uses in man aging its manufacturing function, oddly in its manufacturing construe system. Also, measures used to manage and measure the companys manufacturing performance must reflect the matrix position selected if such measures are to be both profitable and conformable with the bodied goals and strategy. much(prenominal) a task-oriented summary dexterity assistant a company set upcel the going of go steady over manufacturing that a great deal results when a standard set of keep in line mechanisms is applied to all products and processes. It too suggests the exact for contrary types of management skills and managers, depending on the companys major manufacturing tasks and dominating warring modes. plot a middling narrow focus may be postulate for succeeder in any exclusive product market, companies that are large adequacy discount and do) effectively make three-fold products in nonuple markets.These are very much in various stages of the product life cycle. H owever, for such an operation to be masteryful, a company must separate and organize its manufacturing facilities to outdo undertake the require of each product and then develop gross sales volumes that are large sufficiency to make those manufacturing units combative. An example of separating a companys sum total manufacturing capability into specialized units is provided by the Lynchburg Foundry, a in all owned secondary of the Mead Corporation. This metalworks has phoebe bird plants in Virginia.As presentation U shows, these plants represent various positions on the matrix. hotshot plant is a job shop, reservation generally one-of-akind products. deuce plants use a decoupled batch process and make several major products. A quartern plant is a paced assembly line operation that makes only a few products, mainly for the automative market. The fifth part plant is a extremely automate subway system plant, making what is largely a goodness item. composition the introductory engineering science is somewhat different in each plant, there are many similarities.However, the occupation layout, the manufacturing processes, and the control systems are very different. This company chose to design its plants so that each would jar against the involve of a particularised portion of the market in the most rivalrous manner. Its success would suggest that this has been an effective way to match manufacturing capabilities with market demand. Companies that specialize their operating units agree to the postulate of specific, narrowly outlined patches on the matrix give lots find problems in integrate those units into a twin(a) whole.A recent article suggested that a company can be most sure-fire by organizing its manufacturing function around any a product-market focus or a process focus. * That is, individual units leave behind either manage themselves relatively autonomously, responding forthwith to the needfully of the markets the y serve, or they departing be shared consort to process stages (for example, fabrication, subassembly, and final exam assembly), all set up by a central staff. Companies in the major materials industriessteel companies and oil companies, for exampleprovide immaculate examples of process- nonionized manu- one hundred fortyHarvard fear follow-up January-February 1979 facturing organizations. most(prenominal) companies that broaden the span of their process through upright piano integration tend to grow such an organzation, at least initially. and so again, companies that adopt a product- or market-oriented organization in manufacturing tend to fill a surd market orientation and are disinclined to acquire the organizational inflexibleness and increase repartee time that normally go along centralize coordination. about companies in the encase industry provide examples of such product- and market-focused manufacturing organizations.regional plants that serve geog raphical market areas are set up to subordinate superman be and provide better answer to market requirements. A number of companies that historically obtain organized themselves around products or markets moderate found that, as their products mature and as they go for go to become more plumbly integrated, a conflict has arisen between their original productorganized manufacturing facilities and the involve of their process-oriented indispensable append units.As the competitive emphasis has shifted toward cost, companies paltry along the diagonal watch tended to modernise from a product-oriented manufacturing organization to a process-oriented one. However, at some point, such companies often utter that their operations have hecome so complex with change magnitude volume and increase stages of inhouse production that they make centralized coordination and management must reverse to a more product-oriented organization within a divisionalized structure. ct line w ith a manufacturing systema set of people, plants, equipment, technology, policies, and control proceduresthat leave behinding bear a relatively high degree of flexibility and a relatively low outstanding fervency? Or should it opt a system that will permit lower cost production with a loss of some flexibility to change in products, production volumes, and equipment) and usually a higher degree of bully extravagance? This plectrum will position the company in a higher place or on a lower floor its competitors along the vertical dimension of our matrix.thither are, of course, several moral force aspects of corporate competitiveness where the concepts of matching the product life cycle with the process life cycle can be applied. In this article, however, we have dealt only with the more passive aspects of selecting a position on the matrix. We will address in a approaching article how a companys position on the product-process matrix qualification change over time and t he traps that it can fall into if the implications of such moves are not cautiously evaluated. Strategy implications We can now pull in concert a number of weave and ingeminate their implications for corporate strategy.Companies must make a serial of be selling and manufacturing decisions. These survival of the fittests must be continually reviewed and sometimes changed as the companys products and competitors shoot and mature. A company may choose a product or marketing strategy that gives it a broader or narrower product line than its tether competitors. such a select positions it to the left or right of its competitors, along the naiant dimension of our matrix. Having made this decision, the company has a further choice to make Should it produce this prod-