The puttick grid maps goods according to two dimensions, (product) complexity and (market) uncertainty. The model can be helpful to decide if a business needs to be positioned as a separate brand. See [[this|/static/files/MBI/Module%2017/puttick_grid.ppt]] power point for more details.

Depending on the grid there is usually one dominant key operational driver:
# Price
# Availability
# Functionality

The only exception is the 'Durables' quadrant as there the choice depends on the brand. As an example BMW's operational model needs to be closer to the 'functionality' box, while Tata would be closer to the 'commodity' box.

<<image /static/files/MBI/Module%2017/puttickgrid.PNG width:400>>

!Durables
Characteristics:
* Try to score on all dimensions (price, availability, functionality).
* Multiple design groups creating different designs
* Diversity
* Reusing platforms and components
* High rate of change
bag
mbi_public
created
Sat, 17 Sep 2011 07:45:02 GMT
creator
dirkjan
modified
Sat, 17 Sep 2011 07:45:02 GMT
modifier
dirkjan
tags
M17
Model
Term
creator
dirkjan