Herr Prof. Dr. Frank Piller, RWTH Aachen
More and more markets are turning into long tail markets: Customer-driven variety of product assortments is a main driver of complexity -- but also as an untapped profit opportunity.
Prof Frank Piller will introduce five strategic options for companies to deal with this development. The main idea is to manage different point of postponement -- before and after the point of sales
Strategies include time postponement; mass customization; adaptable, smart products; collective customer commitment; and two-sided market platforms. While some of these strategies have been previously only discussed in the context of digital products, Frank Piller will show how modern technologies are also transferring these strategies into conventional markets.