Strategic product design for multiple global markets

Gopal Nadadur, Wonmo Kim, Alexander R. Thomson, Matthew B. Parkinson, Timothy William Simpson

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

7 Scopus citations

Abstract

Designing products for multiple global user populations has been the focus of numerous studies. Based on an understanding of the current state of knowledge, this paper outlines three broad top-down design strategies to satisfy varying user, business, and regulatory requirements across target markets, and to do so in a resource-efficient manner. The first strategy results in a set of optimal, robust, or reconfigurable designs for the markets. The second strategy is the development of a static platform-based design, with variants of the product for the different target markets. In the third strategy, flexibility is embedded into a platform itself; the manufacturer can then release the product in a few target markets, and can leverage the platform at later stages when entering additional markets or adapting to changing requirements. The implementation of the proposed strategies is explored in the context of three different products: (1) the Adidas Jabulani soccer ball, (2) left- And right- hand drive vehicles, and (3) the Apple suite of mobile and tablet devices. The observations in these case studies highlight the importance of the three global product design strategies, and help define certain questions for future research.

Original languageEnglish (US)
Title of host publicationASME 2012 International Design Engineering Technical Conferences and Computers and Information in Engineering Conference, IDETC/CIE 2012
Pages837-848
Number of pages12
DOIs
StatePublished - Dec 1 2012
EventASME 2012 International Design Engineering Technical Conferences and Computers and Information in Engineering Conference, IDETC/CIE 2012 - Chicago, IL, United States
Duration: Aug 12 2012Aug 12 2012

Publication series

NameProceedings of the ASME Design Engineering Technical Conference
Volume7

Other

OtherASME 2012 International Design Engineering Technical Conferences and Computers and Information in Engineering Conference, IDETC/CIE 2012
CountryUnited States
CityChicago, IL
Period8/12/128/12/12

All Science Journal Classification (ASJC) codes

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

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