A strategic platform design method for developing customized families of services

Seung Ki Moon, Jun Shu, Timothy W. Simpson, Soundar R.T. Kumara

Research output: Chapter in Book/Report/Conference proceedingConference contribution

Abstract

Products are often paired with additional services to satisfy customers' needs, differentiate product offerings, and remain competitive in today's market. This research is motivated by the need to provide guidelines and methods to support the design of such services, addressing the lack of knowledge on customized service design as well as methods for designing and evaluating services for mass customization. We extend concepts from module-based product family design to create a method for designing families of services. In particular, we introduce a strategic platform design method for developing customized families of services using game theory to model situations involving dynamic market environments. A module-based service model is proposed to facilitate customized service design and represent the relationships between functions and processes that constitute a service offering. A module selection problem for platform design is considered as a strategic module sharing problem under collaboration, and we use a coalitional game to model module sharing and decide which modules provide more benefit when in the platform based on marginal contribution of each module. To demonstrate implementation of the proposed method, we use a case study involving a family of banking services.

Original languageEnglish (US)
Title of host publicationProceedings of the ASME International Design Engineering Technical Conferences and Computers and Information in Engineering Conference 2009, DETC2009
Pages1019-1027
Number of pages9
EditionPART B
DOIs
StatePublished - 2010
Event2009 ASME International Design Engineering Technical Conferences and Computers and Information in Engineering Conference, DETC2009 - San Diego, CA, United States
Duration: Aug 30 2009Sep 2 2009

Publication series

NameProceedings of the ASME International Design Engineering Technical Conferences and Computers and Information in Engineering Conference 2009, DETC2009
NumberPART B
Volume5

Other

Other2009 ASME International Design Engineering Technical Conferences and Computers and Information in Engineering Conference, DETC2009
CountryUnited States
CitySan Diego, CA
Period8/30/099/2/09

All Science Journal Classification (ASJC) codes

  • Computer Networks and Communications
  • Hardware and Architecture
  • Electrical and Electronic Engineering

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  • Cite this

    Moon, S. K., Shu, J., Simpson, T. W., & Kumara, S. R. T. (2010). A strategic platform design method for developing customized families of services. In Proceedings of the ASME International Design Engineering Technical Conferences and Computers and Information in Engineering Conference 2009, DETC2009 (PART B ed., pp. 1019-1027). (Proceedings of the ASME International Design Engineering Technical Conferences and Computers and Information in Engineering Conference 2009, DETC2009; Vol. 5, No. PART B). https://doi.org/10.1115/DETC2009-87280