A Service based Platform Design Method for Customized Products

S.K. Moon
Department of Industrial and Manufacturing Engineering, The Pennsylvania State University, USA

T.W. Simpson
Department of Industrial and Manufacturing Engineering, The Pennsylvania State University, USA

LiYing Cui
Department of Industrial and Manufacturing Engineering, The Pennsylvania State University, USA

S.R.T. Kumara
Department of Industrial and Manufacturing Engineering, The Pennsylvania State University, USA

Ladda ner artikel

Ingår i: Proceedings of the 2nd CIRP IPS2 Conference 2010; 14-15 April; Linköping; Sweden

Linköping Electronic Conference Proceedings 77:1, s. 3-10

Visa mer +

Publicerad: 2012-10-11

ISBN: 978-91-7393-381-0

ISSN: 1650-3686 (tryckt), 1650-3740 (online)


In this paper; we propose a method for developing service based product platforms to generate economical and feasible design strategies for a product family and evaluate design feasibility within dynamic market environments. We will model design strategies for a product family as a market economy where product family platform configurations are generated through market segments based on services. A coalitional game is employed to evaluate which services provide more benefit when included in the platform based on the marginal profit contribution of each service. To demonstrate implementation of the proposed method; we use a case study involving a family of mobile products.


Product Family Design; Service based Platform Design; Service Quality; Coalitional Game


[1] Silveria; G.D.; Borenstein; D.; and Fogliatto; F.S.; 2001; Mass Customization: Literature review and research directions. International Journal of Production Economics; 72(1): p. 1-13.

[2] Simpson; T.W.; 2004; Product Platform Design and Customization: Status and Promise. Artificial Intelligence for Engineering Design; Analysis; and Manufacturing; 18(1): p. 3-20.

[3] Shooter; S.B.; Simpson; T.W.; Kumara; S.R.T.; Stone; R.B.; and Terpenny; J.P.; 2005; Toward an Information Management Infrastructure for Product Family Planning and Platform Customization. International Journal of Mass Customization; 1(1): p. 134-155.

[4] Smit; H.T.J. and Trigeorgis; L.; 2004; Strategic Investment: Real Options and Games. Princeton; New Jersey: Princeton University Press.

[5] Gunes; E.D. and Aksin; O.Z.; 2004; Value Creation in Service Delivery: Relating Market Segmentation; Incentives; and Operational Performance. Manufacturing & Service Operations Management; 6(4): p. 338-357.

[6] Bollen; N.P.B.; 1999; Real Options and Product Life Cycles. Management Science; 45(5): p. 670-684.

[7] Gibbons; R.; 1992; Game Theory for Applied Economics. Princeton; NJ: Princeton University Press.

[8] Kratochvil; M. and Carson; C.; 2005; Growing Modular: Mass Customization of Complex Products; Services and Software. Heidelberg; Germany: Springer.

[9] Meyer; M.H. and Detore; A.; 2001; Perspective: Creating a platform-based approach for developing new services. The Journal of Product Innovation Management; 18(3): p. 188-204.

[10] Jiao; J.; Ma; Q.; and Tseng; M.M.; 2003; Towards high value-added products and services: mass customization and beyond. Technovation; 23(10): p. 809-831.

[11] Peters; L. and Saidin; H.; 2000; IT and the mass customization of services: the challenge of implementation. International Journal of Information Management; 20(2): p. 103-119.

[12] Li; J.H. 2004; Strategy of Mass Customization-based Services Product Innovation. in IEEE International Engineering Management Conference. Singapore.

[13] Moon; S.K.; Simpson; T.W.; Shu; J.; and Kumara; S.R.T.; 2008; A Method for Platform Identification to Support Service Family Design. International Journal of Services Operations and Informatics; 3(3/4): p. 294-317.

[14] Osborne; M.J. and Rubinstein; A.; 2002; A Course in nGame Theory. Massachusetts; MA: MIT.

[15] Xiao; A.; Zeng; S.; Allen; J.K.; Rosen; D.W.; and Mistree; F.; 2002; Collaborating Multidisciplinary Decision Making using Game Theory and Design Capability Indices. in 9th AIAA/ISSMO Symposium on Multidisciplinary Analysis and Optimization. 4-6; September; Atlanta; Georgia.

[16] Fernandez; M.G.; Panchal; J.H.; Allen; J.K.; and Mistree; F.; 2005; Concise Interactions and Effective Management of Shared Design Spaces - Moving beyond Strategic Collaboration Towards Co-design. in ASME International Design Engineering Technical Conference & Computers and Information in Engineering Conference. September; 24-25; Long Beach; CA; Paper No. DETC2005-85381.

[17] Lewis; K. and Mistree; F.; 1998; Collaborative; Sequential; and Isolated Decisions in Design. Journal of Mechanical Engineering; 120(4): p. 643- 652.

[18] Huang; G.Q.; Zhang; X.Y.; and Lo; V.H.Y.; 2007; Integrated Configuration of Platform Products and Supply Chains for Mass Customization: A Game- Theoretic Approach. IEEE Transactions on Engineering Management; 54(1): p. 156-171.

[19] Moon; S.K.; Park; J.; Simpson; T.W.; and Kumara; S.R.T.; 2008; A Dynamic Multi-Agent System Based on a Negotiation Mechanism for Product Family Design. IEEE Transactions on Automation Science and Engineering; 5(2): p. 234-244.

[20] Ford; D.N. and Sobek; D.K.I.; 2005; Adapting Real Options to New Product Development by Modeling the Second Toyota Paradox. IEEE Transactions on Engineering Management; 52(3): p. 175-185.

[21] Gamba; A. and Fusari; N.; 2009; Valuing Modularity as a Real Option. Management Science; 55(11): p. 1877-1896.

[22] Meyer; M.H. and Lehnerd; A.P.; 1997; The Power of Product Platforms: Building Value and Cost Leadership. New York; NY: The Free Press.

[23] Simpson; T.W.; Siddique; Z.; and Jiao; J.; 2005; Product Platform and Product Family Design: Methods and Applications. New York; YN: Springer.

[24] Kamrani; A.K. and Salhieh; S.M.; 2000; Product Design for Modularity. Boston; MA.: Kluwer Academic Publishers.

[25] Magrab; E.B.; 1997; Integrated Product and Process Design and Development: The Product Realization Process. Boca Raton; NY: CRC Press.

[26] Shapley; L.S.; 1971; Cores of Convex Games. International Journal of Game Theory; 1(1): p. 111- 129.

[27] Nokia; http://www.nokiausa.com. 2010.

[28] Holtta-Otto; K. and de Weck; O.; 2007; Degree of Modularity in Engineering Systems and Products with Technical and Business Constraints. Concurrent Engineering: Research and Applications; 15(2): p. 113-126.

Citeringar i Crossref