Cross-brand product platforms: a product development perspective on acquisitions in the automotive industry

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Globally, the car industry faces challenges as never before. In order to handle the changes in the product development field, the industry develops products by manufacturing several different brands and models from a single vehicle platform. In this case study research of acquisitions in the automotive industry, specific problems have been identified that are related to the crossbrand integration of product platform development activities. The analysis shows that important areas of the integration process can be controlled by giving managers a better understanding of areas that hamper cross-company product development projects from reaching cost-effective solutions and economies of scale. © 2002 Inderscience Enterprises Ltd.