“…Modularity is a relative concept and therefore product modularity should be measured along a continuum, from integral to fully modular product systems (Campagnolo and Camuffo, 2010;Mikkola, 2006). Modularity has been successfully introduced in various industries (Baldwin and Clark, 1997;Sanchez and Mahoney, 1996;Ulrich and Eppinger, 2012) of which personal computers (Langlois and Robertson, 1992) power tools (Utterback, 1996), kitchens (Franke et al, 2008), ships (Choi and Erikstad, 2017) and cars (Wilhelm, 1997) are very good examples. Fine et al (2005) emphasised the need to balance modularity in product, process and supply chain design in order to introduce a potentially successful modular product.…”