Modular design capability and product positioning: An integrative view

Advances in Applied Business Strategy

ISBN: 978-0-7623-1472-0, eISBN: 978-1-84950-520-8

ISSN: 0749-6826

Publication date: 4 February 2008


In this paper we discuss the relationship between the competence-based perspective and market positioning. We argue that a product, which as the ultimate expression of a firm's competence reflects a firm's distinctive competences, should have the potential to achieve a superior market position. We suggest how a specific capability of central importance in product creation – modular design capability – may help firms to achieve advantageous market positioning. In particular, we develop a framework for assessing the potential impact of modular design capability on customers’ perception of competing products in the market for mobile phone handsets.


Asan, U. and Polat, S. (2008), "Modular design capability and product positioning: An integrative view", Heene, A., Martens, R. and Sanchez, R. (Ed.) Advances in Applied Business Strategy (Advances in Applied Business Strategy, Vol. 10), Emerald Group Publishing Limited, Bingley, pp. 29-53.

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