Search results

The paper analyses the implications of a platform strategy in new product development with reference to the automobile industry. The implications and benefits of a platform strategy are discussed from both the technical and organisational points of view. The impact of a platform strategy on international product development is then analysed. The paper draws on examples from the experience of major Japanese automobile companies. In general, the analysis highlights how platform strategies are evolving and how they must be recognised more and more in relation to the internationalisation processes of R&D activities and operations. Moreover, different approaches are pointed out concerning more advanced and/or conservative approaches to platform development. A more advanced approach leads to more benefits in terms of the performance of the product development process and the reorganisation of the development process on a global level.

When competing in a turbulent environment, strategic flexibility can be a competitive advantage. One source of flexibility is the new product development (NPD) process, or more specifically product design. The purpose of this paper is to investigate platform-based product design and its relationship to environmental turbulence, strategic flexibility, and market performance.

A theoretical model is developed and relationships are empirically tested using structural equation modeling. Data were collected from engineering design managers in the US manufacturing industry.

The paper found that the higher the level of environmental turbulence the more firms turned to platform product design. Also, the higher the level of platform design the higher the level of market performance, both in the short term and the long term. Finally, the paper showed that strategic flexibility positively and partially mediates the positive relationship between platform design and performance.

Platform-based product design is a research area noticeably devoid of empirical work. Furthermore, research has called for a better understanding of the different contexts in which platforms are applied stating that platform planning is too often decoupled from NDP strategy resulting in unsatisfactory results.

This study attempts to reveal product platform strategy via business-to-business (B2B) platform ecosystems. The authors advance the views of platform ecosystems in the innovation literature by introducing a contingency perspective that underscores the role of market, organizational and technological innovativeness in product platform strategy.

This study explores three contingent factors, specifically market innovativeness, technological innovativeness and organizational innovativeness that affect the product platform strategy of high-tech firms. The theoretical model is empirically validated using survey data from 191 high-tech firms.

Using a data set of high-tech manufacturing firms, the results show that product platform strategy is positively related to firm performance. Additionally, the results provide evidence supporting the positive moderating effect of the three-way interaction among market, organizational and technological innovativeness on the contribution of product platform strategy to firm performance.

A platform product strategy is a determining factor in firm performance that requires firms to have a “fit” with their innovation activities. This study contributes to theoretical development at the intersection of product platform strategy and innovativeness.

When firms seek to align their technological innovativeness with their organizational innovativeness, the benefits of such innovativeness may be more pronounced in a platform product context. Moreover, the results may help guide platform managers and decision makers in identifying and securing appropriate innovation activities to enhance product platform strategies.

This study provides a product platform strategy in B2B platform ecosystems and shows how different innovation activities interact to improve the product platform strategy.

The purpose of this paper is to analyse the key factors behind the adoption of new automobile modular platforms from the perspectives of product design, manufacturing network and production systems.

An in-depth and qualitative cross-case analysis of European manufacturing networks was performed based on the modular platforms of seven automobile manufacturers.

The adoption of modular platforms has changed automobile product architecture helping automobile manufacturers to improve their manufacturing network outputs. The results show that operational flexibility and scope and scale economies at manufacturing network level depend on the platform design – degree of modularity – and the manufacturer’s product and manufacturing network conditions. This new product architecture allows for the new production systems to be efficient in terms of flexibility and versatility without overinvestment.

The main contribution to the research literature is the combination of traditional product architecture with the manufacturing network approach to analyse the influence of product design on production systems, especially regarding the adoption of new automobile modular platforms.

Success in manufacturing industries often depends on the ability of a firm to apply product platforms. In speeding up product development, platforms often enable companies to benefit from scale effects by reusing existing components in the development of new products. In the delivery of complex products and system (CoPS), however, platforms are frequently modified since components have to be changed within their life cycle to meet additional customer-specific engineering demands and evolving innovations in technology. In this article, it will be illustrated that intangible design elements can be used as platforms in firms that deliver CoPS. The paper aims to discuss these issues.

Through extensive fieldwork at a leading supplier of science-based lithography machinery, a modified platform concept was developed and tested that is labelled as the function-technology (FT) platform. The longitudinal data, collected on site, demonstrate positive effects of applying FT platforms.

The results show that an important explanation for firm's success in delivering lithography machinery with attractive performance is their ability to deliver variants that are specific in terms of physical modules, but common in terms of functions and technologies. Based on the results, it can be argued that establishing an FT platform will allow the efficient creation of variants within a family of CoPS.

The findings add considerable insight to the existing literature on operations management by explaining how intangible design elements, instigated during development, can be reused in the delivery of CoPS. Moreover, it enables development managers to more easily structure and reuse complex development tasks.

It is argued in this article that too little is known about product platforms and how to deal with them from a manager's point of view. Specifically, little information exists regarding when old established platforms are replaced by new generations in R&D and production environments. To shed light on this unexplored and growing managerial concern, the purpose of this explorative study is to identify operational challenges to management when product platforms are replaced.

The study uses a longitudinal field‐study approach. Two companies, Gamma and Omega, fulfilled important sampling criteria and were selected as strategic samples for the study. The two companies were studied for 42 and eight months, respectively, and were chosen for their long and rigorous experiences of platform development. Together with managers from Gamma and Omega, one major platform replacement was chosen in each company.

The study shows that platform replacements primarily challenge managers' existing knowledge about platform architectures. A distinction can be made between “width” and “height” in platform replacements, and it is crucial that managers observe this in order to challenge their existing knowledge about platform architectures. Issues on technologies, architectures, components and processes as well as on segments, applications and functions are identified.

Practical implications are summarized and discussed in relation to a framework distinguishing between platform replacement “height” and “width”. Seven groups of managerial measures for dealing with the issues are recommended.

The study aims to contribute to the existing literature by taking a managers' perspective of product platform development. Its specific originality and value is achieved by focusing on product platform replacements believed to represent a growing management challenge.

The aim of this study is to examine the influence of consumer preferences for overseas green products and the implementation of blockchain technology on the performance of a supply chain, which comprises an overseas manufacturer and a domestic e-commerce platform. This research endeavors to identify the optimal pricing decisions and strategies for both the manufacturer and the platform in the context of the expanding e-commerce and globalization of the economy.

The authors propose and analyze four distinct models based on the selection of selling contracts by the manufacturer and the adoption strategy of blockchain by the platform, using game theory to obtain the optimal solutions for these models.

The authors show that consumer migration promotes the manufacturer's green inputs, while the expansion of green consumer proportion is not conducive to it. They also show that blockchain technology has the potential to effectively limit manufacturer cannibalization. Interestingly, the study reveals a cascading effect of advantage where the manufacturer's profit variation trend changes only with the integration of pricing power advantage and blockchain technology inputs. This effect suggests that the equilibrium strategy is achievable under the agency contract with blockchain adoption, while Pareto improvement can be obtained with blockchain technology under both selling contracts.

This research could be extended in several possible directions. First, future work could explore outsourcing strategies for overseas manufacturers. Second, more types of consumer heterogeneity and different risk preferences could be considered. Third, this study can be extended by further exploring the design of mechanisms under asymmetric demand information to make the model more realistic.

The authors examine the impact of market segmentation and consumer preferences on green supply chain decisions, and analyze supply chain members' strategic choices for selling contracts and blockchain adoptions. The research also sheds light on the theoretical underpinnings and practical applications of green supply chain development and blockchain applications.

The purpose of this research is to support the customization ability for industrial house building companies striving to offer individualized products but with a strategy which includes a production facility. This is accomplished by analyzing the as-is state in terms of existing engineering assets and by proposing a to-be state using the design platform and product lifecycle management (PLM) support.

This study is based on design research methodology and collected data are in-depth interviews, document reviews and workshops and method development. The theoretical baseline is product platforms and the design platform.

The analysis showed that despite use of a platform, inherent assets are disorganized. Still, the identified object-based engineering assets were possible to include in a conceptual proposal for better management, both in the process and product view, using an asset relationship matrix and a PLM system.

The results should be applicable for industrial house building and off-site construction companies and offers an approach to identify and manage their assets and platforms which are crucial to stay competitive.

Previous research on design platforms has focused on engineer-to-order companies within the mechanical industry. The contribution of this paper lies in the application and support of the design platform for industrial house building and the introduction of PLM system support.

The purpose of this paper is to explore the development of a platform-based project execution in the industrialised construction sector, with a focus on systematically balancing cost and value. Offering custom-tailored buildings at reasonable costs has been a growing concern for many construction companies. A promising approach adapted by operations management and design theory regards individual building projects as the adjustment and recombination of components and processes from a set of predefined platforms, while configuration systems assure feasible building solutions.

After adapting some of the underlying assertions of platform design to the engineer-to-order (ETO) situation in construction, the practical implications are evaluated on a case study of a precast manufacturer using high performance concrete.

Based on empirical findings from three distinct platform strategies, this research highlights key aspects of adapting platform-based developed theory to industrialised construction. Building projects use different layers of product, process and logistics platforms to form the right cost – value ratio for the target market application, while modelling methods map structural platform characteristics so as to balance commonality and distinctiveness.

This paper proposes a general theory of platform-based development and execution in the industrialised construction sector, which goes beyond concurrent approaches of standardising and systemising buildings projects. It adapts and extends established frameworks for platform development to the ETO situation in construction and empirically validates their cost and value effects.

The platform strategy adopted by firms in a multi‐project context reduces lead‐time and development cost, enhances reliability, allows mass customization and increases manufacturing flexibility. While the major challenges of this strategy have been highlighted, the evolution of the platform and its management during its lifecycle is under studied. The paper address this missing point by considering the sustainability of the platform during its life cycle.

For that purpose, the paper has carried out a field methodology research at a car manufacturer six years after the successful setting of the platform strategy. It analyzes at a fine‐grained level the development of a second generation product on this existing platform.

Using a model that traces the design decisions taken during this development, it has identified that, in order to reuse the platform over two generations, the engineers implicitly apply, besides the design rules that correspond to the very definition of platform strategy as presented in the literature such as the carry‐over and the lean design, a learning routine that challenges these rules. It designates this routine by “smart reuse” because it enables the reuse of the platform from one generation to another. It highlights the interplay between the products and the platform that co‐evolve by pointing out the reciprocal prescription relationships. This co‐evolution operates through two levels: between the product planning and the platform on one hand and the product development and the platform on the other.

The paper has several implications, such as the central role of the platform director in the platform reuse and the platform architecture, mainly its modularity, and its impact on the platform progressive renewal. This research reveals ideas that need to be validated and tested through other methods and in other industrial contexts.

The paper offers insights into platform‐re‐use, focusing on the automotive industry.