Abstract
The product plays a determining role in company strategy especially in the aerospace sector. Pricing, distribution and communication strategies are all closely linked to the choices made as to the product portfolio. Grids and matrixes for analyzing the portfolio are effective tools for making sure that the company is in phase with its market and has a product range to meet objectives. However, before using them we must look at the experience curve and life cycle in the aeronautical sector.
This is a preview of subscription content, log in via an institution to check access.
Access this chapter
Tax calculation will be finalised at checkout
Purchases are for personal use only
Notes
- 1.
See Chap. 8, Pricing Policy.
- 2.
See Air & Cosmos, Airline Business…
- 3.
See Chap. 15, Alliance Strategies.
- 4.
This text is derived from a Christophe Bénaroya working paper. It is notably based upon the very complete book of Hans-Henrich Altfeld, VP of the Airbus Center of Competence Project and Programme Management. Please refer to his book for further details regarding the project management of a new aircraft: Altfeld, H.-H. (2010). Commercial aircraft projects, Farnham, Ashgate.
- 5.
Even though both Europe and the US continue to claim each other’s violation of the 1992 agreement: the trade cases are put by both sides before the World Trade Organization (WTO).
- 6.
For further details, please refer to the Vivace Project (www.vivaceproject.com).
- 7.
This text is based on Antoine Scotto d’Appolonia presentation entitled « A350 XWB and the extended entreprise » displayed at Aeromart conference held in Toulouse, 2010.
- 8.
- 9.
Text derived from www.zodiacaerospace.com
- 10.
Classe Affaires. (2011). The customers’ magazine of Groupe Aeroconseil (Akka technologies), June, no.51; www.aeroconseil.com & www.akka.eu
- 11.
See infra and Chap. 3, Business Marketing Intelligence.
- 12.
Sources: www.altran.com, www.prime.altran.com; Osterwalder, A., & Pigneur, Y. (2010). Business model generation: A handbook for visionaries, game changers, and challengers, Wiley.
- 13.
Pr [i] me is a trademark of Altran specializes in Innovation Management.
- 14.
See Chap. 9, Selecting Distribution Channels and Sales Team Management.
- 15.
Source: Airbus/Press Office, Airbus A3XX AI/L 810.0120/00, website www.airbus.com and the different dossiers published in the trade press.
- 16.
Thanks to a sufficient number of firm orders received, the A3XX was officially launched as the A380 on 19 December 2000.
- 17.
See Global Market Forecast, Airbus.
- 18.
See supra, 3. Managing the product portfolio, Fig. 6.7.
- 19.
Dupont, J. (2000). Special Dossier A3XX, Air & Cosmos, 29 September, pp. III-XXXI, no. 1764.
- 20.
See Chapter 14, Building Loyalty: Maintenance, Training and Compensations.
- 21.
Daniel, J.-P. (2000). Cockpit of the XXIth century. Revue Aérospatiale, pp. 28–31, March, n 166.
- 22.
See Chap. 3, Business Marketing Intelligence.
References
Aircraft Engineering and Aerospace Technology. (2005). Michelin tyres chosen for the new Airbus A380 (77, p. 420).
Altfeld, H.-H. (2010). Commercial aircraft projects, managing the development of highly complex products. Farnham: Ashgate.
Breuhaus, R. S., Fowler, K. R., & Zanatta, J. J. (1996, September 8–13). Innovative aspects of the Boeing 777 development program. Proceedings of the 20th Congress of the International Council of the Aeronautical Sciences, ICAS, Sorrento, Napoli, ICAS 96–0.4, 1, pp. LXV-LXXXV.
Glenfield, S. (2011, June 23). Online development manager for heathrow, speaker. “The airport of the future” conference, organized by Anewworld Group, Paris Air Show.
Hobday, M. (1998). Product complexity, innovation and industrial organization. Research Policy, 26, 689–710.
Hobday, M. (2000). The project based organization: An ideal form for innovation in CoPS? Research Policy, 29(7–8), 871–893.
Homsi, Ph. (2007). VIVACE report – Value Improvement through a Virtual Aeronautical Collaborative Enterprise (pp. 1–152). www.vivaceproject.com
Juvan, J.-M. (2001, June 8). Ecodesign at Aerolia. Aerolia Magazine, p. 11. Mr. Juvan is, Head of Expertise and Technologies at Aerolia: http://www.aerolia.com/_upload/ressources/news/aeroliamag-8-uk.pdf
Malaval, P., & Bénaroya, C. (2008). B to A to U, what interest in extending the B-to-B brand visibility to final users, Lausanne, 1st French-German-Swiss workshop on B2B Marketing. 20–21 June, Switzerland.
Malaval, P., & Bénaroya, C. (2010). Marques BtoB. Paris: Pearson.
Malaval, P., & Bénaroya, C. (2013). Marketing business to business. Paris: Pearson.
Noyelle, M. (2011, June 23). Keynote speaker, former CEO of Aéroports de Paris International, Member of the Air & Space Academy. “The airport of the future” conference, organized by Anewworld Group, Paris Air Show.
Schmitt, D. (1999). A new perspective of aeronautics R&T for Europe. In P. K. Lawrence & D. L. Braddon (Eds.), Strategic issues in European aerospace. Aldershot: Ashgate Publishing.
Smith, P. G., & Reinertsen, D. G. (1998). Developing products in half the time (2nd ed.). New York: Wiley.
Author information
Authors and Affiliations
Rights and permissions
Copyright information
© 2014 Springer International Publishing Switzerland
About this chapter
Cite this chapter
Malaval, P., Bénaroya, C., Aflalo, J. (2014). Innovation and Product Management. In: Aerospace Marketing Management. Management for Professionals. Springer, Cham. https://doi.org/10.1007/978-3-319-01354-1_6
Download citation
DOI: https://doi.org/10.1007/978-3-319-01354-1_6
Published:
Publisher Name: Springer, Cham
Print ISBN: 978-3-319-01353-4
Online ISBN: 978-3-319-01354-1
eBook Packages: Business and EconomicsBusiness and Management (R0)