Effective Product Platform Planning in the Front End

Bowman, Daniel R.

doi:10.1007/0-387-29197-0_2

Cited by 9 publications

(4 citation statements)

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“…Even with the sizable amount of research on methodologies and existing anecdotal evidence, literature has called for a better understanding of the different contexts in which platforms are applied (Halman et al, 2003). Stating that platform planning is too often "decoupled" from NPD strategy resulting in unsatisfactory designs (Bowman, 2006) and NPD strategy must be "recast" to capture the degree to which product platforms will be leveraged (Meyer and Mugge, 2001).…”

Section: Literature Review and Research Hypotheses Platform Designmentioning

confidence: 99%

Platform-based product design and environmental turbulence

Thomas

2014

European Journal of Innovation Management

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Purpose – When competing in a turbulent environment, strategic flexibility can be a competitive advantage. One source of flexibility is the new product development (NPD) process, or more specifically product design. The purpose of this paper is to investigate platform-based product design and its relationship to environmental turbulence, strategic flexibility, and market performance. Design/methodology/approach – A theoretical model is developed and relationships are empirically tested using structural equation modeling. Data were collected from engineering design managers in the US manufacturing industry. Findings – The paper found that the higher the level of environmental turbulence the more firms turned to platform product design. Also, the higher the level of platform design the higher the level of market performance, both in the short term and the long term. Finally, the paper showed that strategic flexibility positively and partially mediates the positive relationship between platform design and performance. Originality/value – Platform-based product design is a research area noticeably devoid of empirical work. Furthermore, research has called for a better understanding of the different contexts in which platforms are applied stating that platform planning is too often decoupled from NDP strategy resulting in unsatisfactory results.

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Section: Literature Review and Research Hypotheses Platform Designmentioning

confidence: 99%

Platform-based product design and environmental turbulence

Thomas

2014

European Journal of Innovation Management

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“…. are aligned to strategically defined message of the brand' (Karjalainen, 2003); between a product and its line members when a group of same brand products 'share similar features, functionality, or lineage' (Bowman, 2006) or are 'sold to the same customer groups' (Kotler and Armstrong, 2012); and between a product and its context when there is 'fit as a whole to the context outside' (Alexander, 1973). Internal coherence can be considered between a product's properties when there is 'internal fitness between the pieces it is made of' (Alexander, 1973); between the product's form and function when they are 'mutually united' (Su and Hao, 2010); and between the product's sensory information when there is 'cross-modal correspondence' or 'congruence of sensory messages' (Schifferstein and Hekkert, 2008) or when 'sensory information duplicate or complement one another' (Schifferstein and Desmet, 2008).…”

Section: Coherence In Product Designmentioning

confidence: 99%

The Effects of Representation Mode on Conceptual Coherence in the Design of Physical Products

Trinh¹,

Elverum²

2019

Proc. Int. Conf. Eng. Des.

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Coherence is important in the design of products, because it makes them easier to understand for their users. Designers can use different representation modes to express ideas about coherence. However, perception of a representation can be influenced by its mode. Therefore, designers must be aware of the influences that different representation modes can have on perception of coherence.The aim of the present study was to investigate the effects of experienced modality on perception of conceptual coherence. In the study, participants were divided into two conditions for two representation modes: written word and physical object, both representing the same concepts. Each participant was presented with the concepts as words or objects and asked to list the properties of each concept. The results showed that between the two conditions, frequencies of responses were similar while frequencies of response contents were dissimilar and sometimes contrary. The main findings suggest that the effects of the modalities, written word and physical object, do not differ significantly for mental activity, but do differ considerably for semantic processing in ways that has implications for design.

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“…Striking a good balance between commonality (which minimises costs and supports flow) and distinctiveness (which enables uniqueness and differentiation) in products is a major challenge in platform development. To provide customisation and maximise the economy of operations, Bowman (2006) suggests that market positioning should be defined with respect to customer needs. Distinctiveness can be increased without compromising economies of scale by adopting a modular design and/or delaying the product differentiation of parts and modules in the MTO supply chain (Robertson and Ulrich, 1998).…”

Section: The Platform Concept -A Carrier For Innovation?mentioning

confidence: 99%

The role of experience feedback channels in the continuous development of house-building platforms

Jansson

Lundkvist

Olofsson

2015

Construction Innovation

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Purpose – This paper aims to describe how the experience feedback (EF) from building projects contributes to product platform development in house-building companies. House-building companies seek improvements to decrease costs, improve flow and decrease variability. Industrialised concepts using predefinitions in product platforms have provided a way of storing and reusing knowledge in project-based house-building organisations. However, the innovation in platforms is mainly incremental and based on EF from implementations in projects. Design/methodology/approach – Qualitative data were gathered via interviews, archival studies and observations, and analysed to identify the underlying structures used to manage the incorporation of EF during platform development. Four different EF channels were studied at one Scandinavian house-builder. The data are explained using an analytical framework based on diffusion of innovation, product platforms and EF. Findings – EF is distributed over the value chain to improve the platform over time. By using multiple channels with differing contents, it is possible to balance client demands and variation with production efficiency. Platform development using feedback channels provides opportunities for double-loop learning. Operative work on projects and the strategic decisions made by developers continuously improve the platform through a combination of knowledge pull and push. Originality/value – A combination of different EF channels and strategies for developing knowledge pull are shown to be essential for the incremental development of product platforms in project-based house-building organisations. The development of product platforms requires a shift away from the construction industry’s dominant project focus towards a more product-oriented view of house-building. Integrating the design phase with the supply chain enables variety but also creates a need for continuous platform development.

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Effective Product Platform Planning in the Front End

Cited by 9 publications

References 0 publications

Platform-based product design and environmental turbulence

Platform-based product design and environmental turbulence

The Effects of Representation Mode on Conceptual Coherence in the Design of Physical Products

The role of experience feedback channels in the continuous development of house-building platforms

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