Matrix-Based Landscapes for Communication between Market and Product Perspective

DS 103: Proceedings of the 22nd International DSM Conference (DSM 2020), MIT, Cambridge, Massachusetts, October 13th - 15th 2020

Year: 2020
Editor: Harold (Mike) Stowe; Tyson R. Browning; Steven D. Eppinger; Jakob Trauer
Author: Riesener, Michael; Dölle, Christian; Lender, Benjamin Nils Johannes; Schuh, Günther
Series: DSM
Institution: Laboratory for Machine Tools and Production Engineering (WZL), RWTH Aachen University, Germany
Section: Project Management
Page(s): 10
DOI number: 10.35199/dsm2020.12
ISBN: 978-1-912254-12-5


In the development of cyber-physical systems, communication between teams representing market and product perspective is often marked by different incentives. The market perspective, representing the customer, argues for variability and individualization, while the product perspective argues for the simplest, most efficient and least expensive product variant. There is a need for balancing individualization with cost effective development and production. This paper discusses the use of matrices as means to create transparency for both market and product perspective, showing where individualization is both most attractive to the customer and least expensive. In doing so, the framework delivers an approach to a key strategic problem: optimizing the efficiency of internal and external complexity by visual representation of individualization versus standardization potentials.

Keywords: variant management, complexity management, project management, DSM, standardization


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