| Article ID: | iaor20142 |
| Volume: | 13 |
| Issue: | 1 |
| Start Page Number: | 1 |
| End Page Number: | 16 |
| Publication Date: | Dec 2014 |
| Journal: | International Journal of Management and Decision Making |
| Authors: | Haapasalo Harri, Hnninen Kai, Isoherranen Ville, Kinnunen Tuomo |
| Keywords: | strategic management, small and medium enterprise, new product development |
The objective of this study was to describe how rapid productisation (RP) can be used as a strategic choice for small‐ and medium‐sized enterprises (SME). This study attempts to offer insight regarding how a given strategy and competitive situation forces companies to make decisions to abandon formal predetermined procedures. This case study examines the RP concept through the clarification of business case objectives set to start RP. It scrutinises the use of RP as a strategic decision in the case of SMEs. The study presents enablers for RP, the objectives for RP and RP as a strategic choice. In addition, it provides support for the managers of SMEs in considering RP as a revenue making option. Planned and intentional RP allows a company to react on customer expectations without unnecessarily expanding the company offerings. RP is a new concept originating from practical challenges in sales situations.