The Experience Curve
Generally the production of any good or service shows the experience curve effect. Each time cumulative volume doubles, value added costs (including administration, marketing, distribution, and manufacturing) fall by a constant percentage.
In the late 1960s Bruce Henderson of the Boston Consulting Group (BCG) began to emphasize the implications of the experience curve for strategy. Research by BCG in the 1970s observed experience curve effects for various industries that ranged from 10 to 25 percent.
These effects are often expressed graphically. The curve is plotted with the of cumulative units produced on the horizontal axis and unit cost on the vertical axis. A curve showing a 15% cost reduction for every doubling of output is called an “85% experience curve”, indicating that unit costs drop to 85% of their original level.
The experience curve is described by a power law function sometimes referred to as Henderson's Law:
where
- is the cost of the first unit of production
- is the cost of the nth unit of production
- is the cumulative volume of production
- is the elasticity of cost with regard to output
Read more about this topic: Experience Curve Effects
Famous quotes containing the words experience and/or curve:
“What we men share is the experience of having been raised by women in a culture that stopped our fathers from being close enough to teach us how to be men, in a world in which men were discouraged from talking about our masculinity and questioning its roots and its mystique, in a world that glorified masculinity and gave us impossibly unachievable myths of masculine heroics, but no domestic models to teach us how to do it.”
—Frank Pittman (20th century)
“In philosophical inquiry, the human spirit, imitating the movement of the stars, must follow a curve which brings it back to its point of departure. To conclude is to close a circle.”
—Charles Baudelaire (1821–1867)