Question: Chapter 11 Managing Knowledge 461 manufacturing time, finishing process, and thus, costs to the consumer. In contrast to the earlier CAD assisted, 10 to 15

Chapter 11 Managing Knowledge 461 manufacturing

Chapter 11 Managing Knowledge 461 manufacturing time, finishing process, and thus, costs to the consumer. In contrast to the earlier CAD assisted, 10 to 15 percent hand-finished boards, once a surfer has designed the board of his or her dreams, it can be remade to those exact specifications time and again. Neither the ideal handmade board nor a shaper-finished board can be replicated with this degree of precision. An additional benefit of Firewire's online design system is the social networking engendered by the sharing of customers' unique design files. Before placing an order, customers can show their modi- fications to fellow surfers and ask for opinions and advice. After placing an order and using the product, they can report their experiences and (hopefully) tout their design or suggest improvements to other customers. Interactive communication such as this drives customers to the Firewire site, creating a marketing buzz that boosts sales. Sources Case Study: NX CAD technology drives custom surf- board design," http://www.plm.automation.slemens.com/en_us, accessed June 14, 2012, "Firewire Surfboards by Nev Hyman," www.allaboutsurfboards.com, accessed June 14, 2012: "Firewire Partners with Nano Tane 'Hoard Tuning Technology," www.surf- newsdaily.com, February 22, 2012; William Atkinson, "How Firewire Surfboards Refined Its 3D Order Customization," www.cloinsight. com, November 21, 2001; "Firewire Surfboards Custom Board Design Blends Replicability of Machine Made Boards With Uniqueness of Custom Boards," http://surfingnewsdaily.com, October 12, 2011; and "Firewire Surfboards Garner Recognition for Technological Advances," www.surfermag.com, July 22, 2010. CASE STUDY QUESTIONS 1. Analyze Firewire using the value chain and competitive forces models. 2. What strategies is Firewire using to differentiate its product, reach its customers, and persuade them to buy its products? 3. What is the role of CAD in Firewire's business model? 4. How did the integration of online custom board design software (CBD), CAD, and computer numerical control (CNC) improve Firewire's operations

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