INTRODUCING MODULARITY STRATEGY IN NEW PRODUCTS DEVELOPMENT (CASE STUDY: IRANIAN AUTOMOBILE INDUSTRY)

Amir Hossain DOCTORAN, Manouchehr MANTEGHI, Changiz VALMOHAMMADI, Mahnaz RABIEI

Abstract


After the Industrial Revolution, principles were introduced that would enable better production management and product life cycle actions. For sample, the principle of standardization was primary cited in the specific literature in this field by Henry Ford. Standardization has created it conceivable to configure diverse products by means of a great set of common mechanisms. Additional strategy known as modularity was primary declared in the literatures in the 1980s. Modularity is suggested for product component groups for specific practical purposes of production. Currently, modularity and standardization are significant tools in new product development for the reason that they create possible to design a family of products by using component-like modules. The use of this offers significant savings in family planning and ease of construction. This article introduces the modular strategy in new product development by referring to its usage in the Iranian automotive manufacturing. The modular description and related ideas such as product architecture, modularization, and standardization are outlined and the implications and will be examined the benefits of the modular strategy from both technical and organizational perspectives in the Iranian automotive industry.


Keywords


New Product Development (NPD); Product Planning; Modularization; Modular; New Product Design and Development

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