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Walter Schroeder Library, Milwaukee School of Engineering
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Dorschner, Rod
Subjects
Automatic control
Automatic control equipment industry -- United States
Knowledge management
Industrial marketing
MSEM Thesis.
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Dorschner, Rod
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How to gain market l...
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How to gain market leadership in a fragmented industrial market: a strategy for capturing leadership in the general motion control market / by Rod Dorschner.
by
Dorschner, Rod
Subjects
Automatic control
Automatic control equipment industry -- United States
Knowledge management
Industrial marketing
MSEM Thesis.
Description:
v, 94 leaves : ill. ; 29 cm.
Contents:
Committee members: Kimbel Nap, Stanley Kosmatka.
Introduction -- The fragmented industry -- The knowledge economy -- The customer intimacy business model -- The motion control industry -- Implementing strategies for GMC market dominance -- Conclusion -- Recommendations -- Glossary -- Bibliography -- Appendix A: Components of motion control -- Appendix B: Motion control programming standards -- Appendix C: Hard real-time control (HRTC)
The world economy is in the process of transforming from an industrial focus, to a knowledge and information focus. Companies that strive to dominate in a fragmented industrial marketplace must become aware of the new economic paradigm and the three major trends of globalization, digitization, and deregulation. They should focus on providing knowledge to customers using either a strategy of codification or personalization, both of which allow for knowledge to be reused in finding solutions to customer applications. The modern knowledge-based industrial company should focus on an operationally excellent, product leader, or customer-intimate business model, and should use its knowledge base to enhance that business model. The General Motion Control (GMC) market is an example of one segment of the industrial market. It is highly fragmented with hundreds of companies, each competing for their share of the $2.9 billion market. No clear leader has emerged, primarily because the knowledge required to select, implement, and support GMC applications is too great for any one organization to provide to the multiple segments of the diversified market. Users of motion control who cannot afford the cost of maintaining a knowledge base in-house are forced to seek a GMC supplier who either has the ability to provide extensive pre-and post-sale support, or who tailors their product to fit a particular market niche efficiently. Although consolidation continues to occur, no single GMC supplier has become large enough to provide low-risk, cost-effective solutions for all segments of the GMC market. The key to capturing market leadership in the GMC industry is the ability to provide customers in a majority of market segments with low-risk, cost-effective total motion control solutions. A GMC supplier with a competitive advantage in codified application knowledge, embedded in the hardware-independent control software, and based on a customer-intimate business model, would be in a unique position to change the rules and dominate the overall market. It could do this by developing a competitive advantage in tools that provide the customer with the knowledge required to select, implement, and support GMC applications with minimal risk. These strategies for implementing this concept are outlined in detail in the following pages.
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Walter Schroeder Library
Master's Theses
AC805 .D65 1999
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