1. Program for Product Diversification.
- Author
-
Staudt, Thomas A.
- Subjects
DIVERSIFICATION in industry ,PROFIT maximization ,PRODUCT lines ,PRODUCT management ,MARKETING management ,CORPORATE growth ,ECONOMIES of scale ,PRODUCT obsolescence ,INDUSTRIAL management ,UNITED States manufacturing industries ,STRATEGIC planning ,BUSINESS losses ,RESOURCE allocation ,PREVENTION - Abstract
The article discusses product diversification in an industrial environment. Companies diversify for survival in a declining market or to offset obsolescence, stability in maintaining market share, utilization of resources and plant capacity, adaptation to customer needs, and for corporate growth. However, the primary goal of diversification is long-term profit maximization. The five steps in programming diversification include definition of objectives, situation analysis, resource audit, and product criteria. Topics are benefits from economies of scale, convergent marketing, and the case example of First Paper Company.
- Published
- 1954