Product family design: Strategic principles to choose between product-driven and platform-driven processes

Fabrice Alizon, Tucker J. Marion, Steven B. Shooter, Timothy William Simpson

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

3 Scopus citations

Abstract

The development process is a key aspect of ultimate product success. The front-end of the development activity is the foundation for building new products by first gathering customers' needs, identifying the company's goals, and assessing the competitive landscape. By doing so, this crucial activity directly impacts eventual development cost, which includes engineering resources, manufacturing, etc. In this paper, we study a specific design approach, namely, product family design, which allows companies to increase revenue by developing an entire family of products targeting different market segments while reducing lead-time and manufacturing costs. However, there is a significant amount of risk given the costs of developing complex shared architectures, and there are many examples from industry where product families have failed. Thus, the development stage is critical, and a wellstructured development strategy can bring success while a poor one can cause significant problems during product launch, as recent case studies illustrate. In this platform-based study, we assess two drivers of this product family design: (1) a platformdriven strategy and (2) a product-driven strategy. Three facets are examined: the product, the company, and the competition. The goal is to recommend a planning framework to aid companies in selecting the right process considering their product, strategy, and environment.

Original languageEnglish (US)
Title of host publicationASME 2008 International Design Engineering Technical Conferences and Computers and Information in Engineering Conference, IDETC/CIE2008
Pages1019-1029
Number of pages11
EditionPARTS A AND B
DOIs
StatePublished - Dec 1 2008
EventASME 2008 International Design Engineering Technical Conferences and Computers and Information in Engineering Conference, IDETC/CIE2008 - Brooklyn, NY, United States
Duration: Aug 3 2008Aug 6 2008

Publication series

NameProceedings of the ASME Design Engineering Technical Conference
NumberPARTS A AND B
Volume1

Other

OtherASME 2008 International Design Engineering Technical Conferences and Computers and Information in Engineering Conference, IDETC/CIE2008
CountryUnited States
CityBrooklyn, NY
Period8/3/088/6/08

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All Science Journal Classification (ASJC) codes

  • Modeling and Simulation
  • Mechanical Engineering
  • Computer Science Applications
  • Computer Graphics and Computer-Aided Design

Cite this

Alizon, F., Marion, T. J., Shooter, S. B., & Simpson, T. W. (2008). Product family design: Strategic principles to choose between product-driven and platform-driven processes. In ASME 2008 International Design Engineering Technical Conferences and Computers and Information in Engineering Conference, IDETC/CIE2008 (PARTS A AND B ed., pp. 1019-1029). (Proceedings of the ASME Design Engineering Technical Conference; Vol. 1, No. PARTS A AND B). https://doi.org/10.1115/DETC2008-49429