Functions Marketing: Take Control of Logistics to Control Business Risks!
(2001) ICIL- Abstract
- This paper introduces the possibility of increasing the efficiency and
minimizing the risk in functions marketing in the aircraft industry by
focusing on better control of the logistic parameters.
Functions marketing can be described as the marketing of a function rather
than a product. The emphasis in this paper will be on the maintenance, i.e.
repair and overhaul, of aircraft engines. Functions marketing rather than
maintenance, is a clear trend in the industry today. It is often economic
and financially attractive for the customer to buy a function rather than a
product. Buying functions also support many companies’ strategies to focus
on their core... (More) - This paper introduces the possibility of increasing the efficiency and
minimizing the risk in functions marketing in the aircraft industry by
focusing on better control of the logistic parameters.
Functions marketing can be described as the marketing of a function rather
than a product. The emphasis in this paper will be on the maintenance, i.e.
repair and overhaul, of aircraft engines. Functions marketing rather than
maintenance, is a clear trend in the industry today. It is often economic
and financially attractive for the customer to buy a function rather than a
product. Buying functions also support many companies’ strategies to focus
on their core business.
The primary economic advantages for the customer of aircraft engine
maintenance, lies in the reduction of business risk, and the possibility to
estimate the cost per engine flight hour. As a large part of the risk is
transferred from the buyer of maintenance to the seller through the contract
regulating the marketing of a function, it is crucial for the seller to have the
knowledge and capacity to calculate and control the business risks involved.
The maintenance cost consists primarily of the costs for repair and exchange
of engine components. The capital costs and obsolete costs for these
components are very large. The scope of maintenance works is, to a large
extent, controlled by the conditions stipulated in contracts. A number of
contracts indicate that the business risk, for the seller, depends on how the
142
contractual agreement and the logistic parameters interact. In order to
control the business risk, emphasis must be put on the ability to quantify
and control the logistic parameters in question.
This paper concludes with a structured discussion about modeling of
contractual agreements when logistic parameters are included, and the risks
that are associated with this interplay. (Less)
Please use this url to cite or link to this publication:
https://lup.lub.lu.se/record/1149960
- author
- Svanberg, Jenny LU
- organization
- publishing date
- 2001
- type
- Chapter in Book/Report/Conference proceeding
- publication status
- published
- subject
- host publication
- [Host publication title missing]
- publisher
- ICIL
- conference name
- ICIL
- conference location
- Okinawa, Japan
- conference dates
- 2001-07-09 - 2001-07-12
- language
- English
- LU publication?
- yes
- id
- f5d7bbbf-e99a-4b07-b3d4-13f9285f01c9 (old id 1149960)
- date added to LUP
- 2016-04-04 10:35:46
- date last changed
- 2018-11-21 20:59:41
@inproceedings{f5d7bbbf-e99a-4b07-b3d4-13f9285f01c9,
abstract = {{This paper introduces the possibility of increasing the efficiency and<br/><br>
minimizing the risk in functions marketing in the aircraft industry by<br/><br>
focusing on better control of the logistic parameters.<br/><br>
Functions marketing can be described as the marketing of a function rather<br/><br>
than a product. The emphasis in this paper will be on the maintenance, i.e.<br/><br>
repair and overhaul, of aircraft engines. Functions marketing rather than<br/><br>
maintenance, is a clear trend in the industry today. It is often economic<br/><br>
and financially attractive for the customer to buy a function rather than a<br/><br>
product. Buying functions also support many companies’ strategies to focus<br/><br>
on their core business.<br/><br>
The primary economic advantages for the customer of aircraft engine<br/><br>
maintenance, lies in the reduction of business risk, and the possibility to<br/><br>
estimate the cost per engine flight hour. As a large part of the risk is<br/><br>
transferred from the buyer of maintenance to the seller through the contract<br/><br>
regulating the marketing of a function, it is crucial for the seller to have the<br/><br>
knowledge and capacity to calculate and control the business risks involved.<br/><br>
The maintenance cost consists primarily of the costs for repair and exchange<br/><br>
of engine components. The capital costs and obsolete costs for these<br/><br>
components are very large. The scope of maintenance works is, to a large<br/><br>
extent, controlled by the conditions stipulated in contracts. A number of<br/><br>
contracts indicate that the business risk, for the seller, depends on how the<br/><br>
142<br/><br>
contractual agreement and the logistic parameters interact. In order to<br/><br>
control the business risk, emphasis must be put on the ability to quantify<br/><br>
and control the logistic parameters in question.<br/><br>
This paper concludes with a structured discussion about modeling of<br/><br>
contractual agreements when logistic parameters are included, and the risks<br/><br>
that are associated with this interplay.}},
author = {{Svanberg, Jenny}},
booktitle = {{[Host publication title missing]}},
language = {{eng}},
publisher = {{ICIL}},
title = {{Functions Marketing: Take Control of Logistics to Control Business Risks!}},
year = {{2001}},
}