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This paper argues the relationship between modularity and product innovation. The work is based on the assumption that in order to become an innovation, a novel product has to be successfully diffused into the marketplace. Modularity can give rise to a series of parameters related to commercial success; however, there is not a well-defined relationship between modularity and product innovativeness. The aim of the paper is to analyse the logic of the most acknowledged modularization methods in-order to understand how they can really influence product success, and then, part of product innovativeness.