Abstract:Performing modularization of a product family with multiple brands is a complex task that must integrate and balance a wide range of contradicting and ambiguous aspects, such as product performance, customer expectations, supplier alliances, and corporate business strategies. Furthermore, decisions on balancing these aspects that also change with time have to deal with a high degree of uncertainty. No general methodology for modular branding has currently been published. A methodology with that aim is proposed… Show more
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