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product modification

Margaret Bruce and Liz Barnes


Product modification means changing one or more of the product's features and may involve reformulation and repackaging to enhance its customer appeal. Modifications can give a competitive advantage , e.g., a company may be able to charge a higher price and enhance customer loyalty. Product modification is often used as a way of extending the product life cycle of a product. Brassington and Pettitt (2003) classify modifications into three distinct types: quality, design , and performance. Quality modifications relate to the product's dependability and durability; performance modifications relate to the effectiveness, convenience, and safety of products (e.g., washing machines that use less heat and water); and design modifications alter the aesthetic and sensory appeal of the product (such as its taste, texture, sound, and appearance). Such modifications can act to differentiate products in the marketplace, e.g., BMW cars have an immediately recognizable style. A number of issues have to be considered before deciding whether or not to keep the product, change it, or eliminate it ( see product deletion ); for example, what is the customer appeal? The product may have lost its distinctiveness because of the introduction of new products or improvements of its main rivals. By reformulating the product, it may be possible to regain its competitive edge. The company needs to assess ... log in or subscribe to read full text

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