Abstract
The price-oriented experience curve has been extensively utilized as a model in corporate planning. However, managers exercise a greater degree of control over cost than they do over price. The use of the cost-oriented learning curve together with the product life cycle model in strategic planning is explored in this paper. The Ford Motor Company's experience with the Model-T, which was the first mass-produced automobile in the U.S., is used to reinforce the fact that the simultaneous use of the product life cycle and the learning curve would have provided Ford management with better planning information. With this information, Ford could have avoided the subsequent disastrous results which it experienced.
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