| ODINPS | This project is closed |
| The OEM-Dealership Interface and New Product Success: Identifying Better Practices for the 21st Century |
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Context Automotive manufacturers are under increasing pressure to introduce more new products to the market within shorter time intervals. This increases pressure on dealers and sales staff who must handle rapidly changing technologies and the marketing challenges of launching new models in rapid succession. Dealers have to spend more time, money and effort on re-training their technical service and sales staff. OEMs must also invest in costly process changes and systems to support accelerated NPD cycles. There are increasing uncertainties in the market place such as the possible end of Block Exemption in 2002 and the emergence of new selling processes such as virtual showrooms. Aims To determine from the manufacturers and the dealers perspectives, the problems that dealerships face in the introduction of new models and the upgrading of existing ones, encompassing both engineering and styling changes. To examine the types of model changes and evolving market trends, and from a Relationship Marketing viewpoint, the nature of the processes and changes required to secure and effective OEM-dealer interface To identify better practices for coping with the NPD challenges of the 21st century. Method An extensive review of the relevant literature will be used to develop the research framework to guide the subsequent data collection. Based on published sources, a review of new products and product modifications introduced by manufacturers will be undertaken to produce a categorisation of NPD types and to ascertain past and current trends. In-depth interviews with managers in collaborating OEMs and dealerships will identify the problems confronting managers, how these are being tackled and examples of successful processes and practices during the NPD process. A survey of 500 dealers across the full franchise range will establish the problems that will face dealers in launching new products in the 21st century and determine the strategies for dealing with these challenges. Mini-cases to demonstrate "better practice" for the 2000s will then be developed. Benefits Strategies to assist OEMs and dealers in improving new product launch success rates in a changing and uncertain market place. More effective OEM-dealership interfaces which will enhance the overall performance of the entire supply chain. Improved management of the customer supply chain leading to the creation of new products that deliver real added value to customers. Participants Loughborough University Ford Motor Company Peugeot Godfrey Davis Reg Vardy Lancaster Group |
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