Creating unique customer experiences: the new business model of cross-enterprise integration

The manufacturing industry today is challenged with the task of designing new products that create value added experiences unique to every customer. Internet enabled cross-enterprise integration in product development will be the critical capability that will help executives overcome this challenge. This paper, which is based on research from in-depth interviews with senior executives in leading global manufacturing companies, describes best practices of leading manufacturers in cross-enterprise integration. It provides a road map for executives to conduct collaborative real-time product development through virtual relationships with their business partners located anywhere in the world. Ultimately, it serves as a useful tool for manufacturing executives who are striving to capture a larger share of customer wallet through integration-enabled product innovation