New Product development in a platform-driven organization : Towards platform lifecycle management

Platform product development is now widely used to tackle the cost-variety dilemma. In this work, we questioned the planning hypothesis underlying most of the research on platform design. Using an inductive methodology, we analyzed the first phase of a product development belonging to the second generation of a product based on an existing platform. This led to three results. We pointed out the existence of platform design principles. We also brought up how a design based on an existing platform modifies the traditional V-model, which structures the design process organization. Eventually we outlined the question of the platform renewal and its impact on platform's architecture and flexibility.gestion projet;Conception;Gestion des plateformes;Industrie automobile

Understanding platform-based product development : a competency-based perspective

In recent years, the competition in product development and innovation has intensified through increased demand heterogeneity and shorter product life cycles. An increasingly popular strategy to meet the mentioned challenges is the use of a platform-based approach to create a successful product family for the purpose of increasing variety, shortening lead-times and reducing costs. However, unlike the wellpublished benefits of platform-based product development, a clear gap in literature still exists when it comes to understanding how to implement and manage product families and their successive platforms. We do not know enough about the key attributes of platform-based product development which can contribute to a competitive advantage, which in turn leads to the success of a platform. In addition, the impacts of a turbulent environment on platform-based product development remain largely unknown. Given these limitations, our research is directed at building a framework to better manage platform-based product development from a competency perspective and specifically, we want to addresses the following research question: How can firms improve their platform-based product development performance, from a competency-based perspective? Based on existing literature and the interviews in four leading technology-driven companies, we propose the concept of product platform competency, and identify its antecedents. We hypothesize that such competency directly affects the performance of platform-based product development. However, these effects are moderated by the turbulence of the environment. To test these hypotheses, a large-scale survey is conducted in the United States. After analyzing the data by the means of structural equation modeling using LISREL 8.7 and hierarchical multiple regression using SPSS 15.0, we find sufficient empirical evidences to support most of the hypotheses. The results lend support to the concept of product platform competency which comprises reusability of subsystems, compatibility of subsystem interfaces and extensibility of platform-based products. Our results show that a formalized development process, design knowledge dissemination across platform-based products, continuity of platform-based product development team and existence of a champion in platform-based product development significantly affect product platform competency. Additionally, our findings further suggest that in a high technologically turbulent environment, some of these factors have even greater impact on product platform competency. Based on the results of this study, product platform competency can be considered as the underlying cause of high performance of platform-based product development. Therefore, managers are strongly encouraged to apply the aforementioned four management practices to improve their product platform competency, especially in a high technologically turbulent environment. This in turn should lead to reduction in the development cost and time

Platform driven development of product families : linking theory with practice

Firms in most industries increasingly are considering platform-based approaches to reduce complexity and better leverage investments in product design, manufacturing and marketing. Literature addresses a variety of concepts related to platform thinking: component standardization, product architecture, product platform, process platform, customer platform, brand platform, global platform and product family development. In our paper we provide an overview of key topics related to platform and product family development as found in literature. We also use a multiple-case approach to investigate why and how three technology-driven companies adopted platform thinking in their development process. We discuss the rationale, but also the perceived risks and associated problems behind the process to create and manage product families and their underlying platforms. In the paper we will further show that although widely advocated, the knowledge and experience of how to apply platforms and product families in product development, platform driven development of product families is still only a young emerging field, both in theory and in practice

Understanding new venture market application search processes: A propositional model.

Technology-based ventures are confronted with complex decisions on how to apply their technology platform in highly uncertain and ambiguous market environments. Based on four case studies, a dynamic decision model is developed in which we highlight the similarities between the search and learning processes in venture development contexts and in new product development contexts. This entrepreneurial search and learning process is understood as consisting of sequences of episodes – characterized by uncertainty and ambiguity - and scripts – i.e. approaches to market application search. The model implies that a venture's adaptability - i.e. its ability to move efficiently and effectively between these episodes and their related scripts - influences its survival.Case studies; Decision; Decisions; Learning; Market; Model; Processes; Product; Product development; Research; Sequences; Similarity; Studies; Technology; Uncertainty;

Software Development and Platform Adoption as Successive Games of Real Options Investment and Valuation

Platform based software engineering is at the heart of a new mode software product development in the context of software ecosystems. In this setting, an organization develops a software platform with the intention of providing that platform for use and extension by software-producing organizations. Multiple benefits arise from engaging in platform-based software engineering from both the perspective of the platform developer and the software product developer, including decreased time to market, defrayed cost of development and increased software quality. Organizations have been engaging in platform-based software engineering for years, exemplified by cases such as Eclipse, Android and SAP. However, the body of research that studies software ecosystems and platform-based software engineering is still growing, with many areas still requiring further investigation. One such area is decision-making support for software platform adoption. Platform adoption, more strategically significant than simple acquisition and use of third party libraries, represents a reciprocal relationship between the software platform developer and the product developer. This relationship, and the products developed from the platform, may be long-lived, necessitating a close relationship between the platform developer and the product developer. Thus, platform adoption is strategic, rather than tactical, in nature. Little research exists that investigates decision making in the context of software platform adoption. While the research community is cognizant of prominent decision support criteria for software platform adoption, including licensing, hardware and operating systems compatibility, little research attempts to quantify the benefits afforded to the software platform developer, and even less that investigates the benefits realized by adopting organizations who produce software products based on a software platform. This work is the first stage in a long term research plan for quantifying the cost and earned value of engaging in platform-based software engineering from the perspective of a software product developer adopting a software platform. We have illustrated the adoption decision through two scenarios that exemplify strategic concerns raised in software platform adoption. The central assumption of this work is that software platform adoption reduces the cost of software development while increasing the earned value of the software product being built. Using this central theory, we propose a model for quantifying the cost and earned value of a platform-based software development. This model views software development as a series of decisions, or rather options, concerned with the decision of whether to engage or halt software development. Our model utilizes the Black-Scholes model for options evaluation. The research illustrates utilization of stochastic Monte Carlo simulation in order to perform experimentation on our underlying model as applied to our scenarios. From this research, we intend to develop theory from our simulation results that helps support strategic decision making in the context of the software ecosystems surrounding the platform and products

SMEs and virtual R&D teams: a motive channel for relationship between SMEs

In today?s dynamic marketplace, manufacturing companies are under strong pressure to introduce new products for long-term survival with their competitors. Nevertheless, every company cannot cope up progressively or immediately with the market requirements due to knowledge dynamics being experienced in the competitive milieu. Increased competition and reduced product life cycles put force upon companies to develop new products faster. In response to these pressing needs, there should be some new approach compatible in flexible circumstances. This paper presents a solution based on the popular Stage-Gate system, which is closely linked with virtual team approach. Virtual teams can provide a platform to advance the knowledge-base in a company and thus to reduce time-to-market. This article introduces conceptual product development architecture under a virtual team umbrella. The paper describes all the major aspects of new product development (NPD), NPD process and its relationship with virtual teams, Stage-Gate system finally presents a modified Stage-Gate system to cope up with the changing needs. It also provides the guidelines for the successful implementation of virtual teams in new product development

Towards an ontology-based platform-independent framework for developing KBE systems in the aerospace industry

Aerospace engineering is considered to be one of the most complex and advanced branches of engineering. The use of knowledge based engineering (KBE) technologies has played a major role in automating routine design activities in view of supporting the cost-effective and timely development of a product. However, technologies employed within KBE systems are usually platform-specific. The nature of these platform-specific models has significantly limited knowledge abstraction and reusability in KBE systems. This research paper presents a novel approach that illustrates the use of platform-independent knowledge models for the development of KBE systems in the aerospace industry. The use of semantic technologies through the definition of generic-purposed ontologies has been employed to support the notion of independent knowledge models that strengthens knowledge reusability in KBE systems. This approach has been validated qualitatively through experts’ opinion and its benefit realised in the abstraction, reusability and maintainability of KBE systems

Modified Stage-Gate: A Conceptual Model of Virtual Product Development Process

In today’s dynamic marketplace, manufacturing companies are under strong pressure to introduce new products for long-term survival with their competitors. Nevertheless, every company cannot cope up progressively or immediately with the market requirements due to knowledge dynamics being experienced in the competitive milieu. Increased competition and reduced product life cycles put force upon companies to develop new products faster. In response to these pressing needs, there should be some new approach compatible in flexible circumstances. This paper presents a solution based on the popular Stage-Gate system, which is closely linked with virtual team approach. Virtual teams can provide a platform to advance the knowledge-base in a company and thus to reduce time-to-market. This article introduces conceptual product development architecture under a virtual team umbrella. The paper describes all the major aspects of new product development (NPD), NPD process and its relationship with virtual teams, Stage-Gate system finally presents a modified Stage-Gate system to cope up with the changing needs. It also provides the guidelines for the successful implementation of virtual teams in new product development

Design of an innovation platform for manufacturing SMES

This paper reports on the conception of a collaborative, internet-based innovation platform with semantic capabilities, which implements a new methodology for the adoption of a systematic innovation process in globally-acting networked SMEs. The main objective of the innovation platform is to stimulate the generation of ideas, the selection of good ideas and their ultimate implementation. The platform will support SMEs to manage and implement the complex innovation processes arisen in a networked environment, taking into account their internal and external links, by enabling an open multi-agent focused innovation system, facilitating customer, provider, supplier and employee- focused innovation. The solution is specifically focused on the needs of manufacturing SMEs and will observe product, process and management innovation. The paper presents the key elements of the innovation model and makes references to a novel approach concerning the development of a robust and flexible Central Knowledge Repository for the innovation platform

Building competitive advantage through platform-based product family thinking: Case powerpacks

Purpose: The purpose of this paper is to discuss through the main aspects and principles of successful platform-based product family development and management. For example car industry and car manufacturers take advantage of platform-based product families while solving the conflict of balancing between wide product variety and operational efficiency. This is a common dilemma also in some other manufacturing companies operating on versatile markets; how to serve individual customer needs with minimum development, manufacturing and service efforts? Product families are in this paper seen as an answer. Thus, the aim of this paper is to promote the adoption of often complex and risky product family development especially in technology and manufacturing focused companies. To be able to minimize risks and maximize the advantages companies need to understand the dynamics of the product family thinking presented in this paper. Design/methodology/approach: After a literature survey the main aspects and principles of the product family thinking are illustrated through a case example from a company designing and manufacturing hydraulic piling equipment. Findings: The case study shows that as universal practices are missing the “best practice” in product family development is always dependent on the nature of the company and its products. It is also evident that gaining long-term competitive advantage through product family thinking will not happen without continuous learning and investments in both time and resources. Originality/value: This paper presents the main aspects and principles of the platform-based product family thinking in a systematic and hierarchical manner by connecting together platforming, architecture design, strategic aspects and management perspectives.Peer Reviewe