Feature Fatigue in Agriculture: Theoretical Insights and Strategic Framework for Massey Ferguson equipment

This thesis explores how companies can build strong competitive strategies and make smarter technology investments. It starts by looking at key ideas like value creation, price competition, and product differentiation, and how these strategies perform in different market conditions. The second part introduces a mathematical model that explains how too many product features can reduce customer satisfaction over time — a concept known as feature fatigue. Using the Cesaretto et al. framework, the study identifies optimal strategies for pricing, investing in technology, and adopting digital services. A case study on Massey Ferguson shows how these models can guide real-world decisions, helping the company improve its market position and long-term performance. Overall, the research connects theory with practice, offering useful insights for both academics and business leaders.