Part 5. Product Innovation and Management
Published Online: 15 DEC 2010
Copyright © 2011 John Wiley & Sons, Ltd. All rights reserved.
Wiley International Encyclopedia of Marketing
How to Cite
Marion, T. J. 2010. Product Modularity. Wiley International Encyclopedia of Marketing. 5.
- Published Online: 15 DEC 2010
Product modularity is a method of designing a product based on well-defined interfaces and architecture that fosters the organization of complex designs and process operations more efficiently by decomposing complex systems into simpler subsystems. Defining product architecture is a key element in the engineering design of modular products, and should be the performed early in the product-development process, during system-level design. This allows the development of clean interfaces, which permit the arrangement of components in a manner that can be easily modified, enhanced, exchanged, or proliferated more efficiently. Designing a modular product has many benefits from manufacturing flexibility to reduced R&D expenses during product redesign. Well-defined product architecture and interfaces can foster the development of product platforms, which can help a firm easily introduce successive revenue-generating variants. During up-front product design, intelligently designing modularity into components and subsystems is an essential step toward development of a successful product line.
- product architecture;
- product platforms