Standard Article

Product Platforms

Part 5. Product Innovation and Management

  1. Marc H. Meyer1,
  2. Olivier de Weck2,
  3. Tucker Marion1

Published Online: 15 DEC 2010

DOI: 10.1002/9781444316568.wiem05025

Wiley International Encyclopedia of Marketing

Wiley International Encyclopedia of Marketing

How to Cite

Meyer, M. H., de Weck, O. and Marion, T. 2010. Product Platforms. Wiley International Encyclopedia of Marketing. 5.

Author Information

  1. 1

    Northeastern University, Boston, MA, USA

  2. 2

    The Massachusetts Institute of Technology, Cambridge, MA, USA

Publication History

  1. Published Online: 15 DEC 2010

Abstract

This article presents definitions for market segments and market applications, product portfolios, and product and process platforms. It also provides methods for planning product architecture and product platforms within that architecture.

Keywords:

  • product portfolio;
  • product platforms;
  • process platforms;
  • business case;
  • product-line architecture