技術転換期における後発企業のキャッチアップ戦略

CATLのマス・カスタマイゼーション戦略と顧客獲得

抄録

The purpose of this study is to clarify the effectiveness of the mass customization strategy and the organizational capability to implement the strategy as the success factors driving the catch-up and growth of CATL, a latecomer to the EV technology transition. Through the case study, we found that the growth factors of CATL, a latecomer battery company in China, during the technological transition to EVs were the pursuit of economies of scale through mass production, the ability to customize to meet the customer’s needs, the productivity improvement through R&D and digitalization that supported this, and the establishment of an efficient supply chain. It is the conclusion and implication of this study that the MC strategy is organically supported by the establishment of a production system that can improve research and development capabilities and productivity, timely investment and production expansion, and a supply chain based on vertical integration.