Model Based Early-Stage Assessment for Modular New Product Development
Editor: Harold (Mike) Stowe; Tyson R. Browning; Steven D. Eppinger; Jakob Trauer
Author: Küchenhof, Jan; Seiler, Florian; Krause, Dieter
Institution: Hamburg University of Technology, Germany
Section: Organizational Architectures
DOI number: 10.35199/dsm2020.17
Higher market dynamics and lower product life cycles lead to an increasing demand in new products which makes changes necessary. Therefore, firms need to comply with technological as well as customer environments and adapt their product portfolio accordingly. This is often costly and associated with high risks as high initial investments may be necessary, especially when following modular product structuring approaches. Deciding on the right interfaces for a modular product architecture comes with high degree of complexity as they strongly affect the products’ overall value and market performance. Based upon a product reasoning framework, we propose an adapted calculation scheme for the early-stage assessment during an initial product architecture development. The modeling framework is then implemented in SysML to allow for recursive simulations in order to efficiently assess the decision making in NPD and change environments.