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Greater Control—Companies that depend on others for key ingredients or components give up a
degree of control. Making rather than buying can give managers greater control over raw
materials, product design, and the production process itself—all of which are important factors in
product quality. In turn, quality control is especially important when customers are highly
sensitive to even slight declines in quality or company reputation.
In addition, persuading an outside supplier to make significant modifications to quality or
features can be difficult. This is especially true if modifications entail investment in costly
equipment or if they promise to be time-consuming. If just one buyer requests costly product
adaptations or if there is reason to suspect that a buyer will eventually take its business
elsewhere, a supplier may be reluctant to undertake a costly investment. Unless that buyer
purchases in large volumes, the cost of the modifications may be too great for the supplier to
absorb. In such a case, the buyer simply may be unable to obtain the product it wants without
manufacturing it in-house. Thus companies maintain greater control over product design and
product features if they manufacture components themselves.
Finally, making a product can be a good idea when buying from a supplier means providing the
supplier with a firm’s key technology. Through licensing agreements companies often provide
suppliers in low-wage countries with the technologies needed to make their products. But if a
company’s competitive advantage depends on that technology, the licensor could inadvertently
be creating a future competitor. When controlling a key technology is paramount, it is often
better to manufacture in-house.
AACSB: Application of knowledge
Skill: Synthesis
Difficulty: Hard
LO: 15.1: Describe the elements to consider when formulating production strategies.