2024 Volume 38 Issue 1-2 Pages 18-28
The purpose of this study is to elucidate the strategy of Fanuc that is a leading industrial robot manufactures in the world, to build and keep a competitive advantage. In this study, analyzing the factor of competitive advantage base of industrial robots to elucidate the strategy of Fanuc, ABB, and Yaskawa Electric. The results of the analysis show that Fanuc achieves both standardization strategy and customer adaptation strategy. In contrast, ABB achieves standardization strategy. Yaskawa Electric achieves customer adaptation strategy. Fanuc is the only robot manufacture that has both standardization strategy and customer adaptation strategy. That is the reason Fanuc has built and has kept competitive advantage in the three industrial robotics manufacturers.
