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首页> 外文期刊>International Journal of Product Development >Modular product architectures as an enabler of the simultaneous application of a mass customisation strategy and efficient ramp-up management
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Modular product architectures as an enabler of the simultaneous application of a mass customisation strategy and efficient ramp-up management

机译：模块化产品体系结构可同时应用大规模定制策略和有效的产能提升管理

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摘要

In today's markets two recent trends can be observed: first, companies are facing an increasing level of heterogeneity in customer's demand. Second, product life cycles are becoming shorter and firms are forced to reduce their time-to-market. Management research suggests potential approaches to cope with these challenges: regarding customer heterogeneity the concept of mass customisation has emerged as one leading idea for creating high variety assortments. Concerning decreasing time-to-market, literature suggests the implementation of ramp-up management, in order to have more control during market launch. However, it remains unclear whether the suggested management approaches can be combined in order to tackle the issues of heterogeneous customer's needs and reduced time-to-market at the same time. This paper argues that by implementing modular product architecture, companies can employ ramp-up management and mass customisation in parallel. Results show that modularity indeed allows a simultaneous implementation of a mass customisation business model and ramp-up management.
机译：在当今的市场中，可以观察到两个最近的趋势：首先，公司在客户需求中面临着越来越多的异质性。其次，产品生命周期越来越短，企业被迫缩短产品上市时间。管理研究提出了应对这些挑战的潜在方法：关于客户的异质性，大规模定制的概念已成为创建高品位品种的一种领先理念。关于缩短上市时间，文献建议实施加速管理，以便在上市期间获得更多控制。但是，目前尚不清楚是否可以合并建议的管理方法，以解决异构客户需求和同时缩短产品上市时间的问题。本文认为，通过实施模块化产品体系结构，公司可以并行采用加速管理和大规模定制。结果表明，模块化确实允许同时实施大规模定制业务模型和加速管理。

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