VALUE CREATION MECHANISMS IN PRODUCT VARIETY DEVELOPMENT
DS 92: Proceedings of the DESIGN 2018 15th International Design Conference
Year: 2018
Editor: Marjanović D., Štorga M., Škec S., Bojčetić N., Pavković N.
Author: Pakkanen, Jarkko Tapani; Juuti, Tero Sakari; Lehtonen, Timo Artturi
Series: DESIGN
Section: DESIGN ORGANISATION AND MANAGEMENT
Page(s): 623-632
DOI number: https://doi.org/10.21278/idc.2018.0240
Abstract
The aim is to study value creation mechanisms in product variety development and to discuss how the mechanisms could be used in communicating and evaluating the business potential of product variety development. The mechanisms were recognised by studying the literature of modularisation, product platform and product family development. Mechanisms that increase and decrease profit were found. Industrial case study suggests that clarifying the important value creation mechanisms can be beneficial in negotiating the justification to invest in R&D projects in supporting the business.
Keywords: product variety, decision making, modularisation, product families, portfolio management