Introducing a Framework to Generate and Evaluate the Cost Effects of Product (Family) Concepts

Abstract

Product concept generation and evaluation are critical for the success of new product developments (NPD) because managers need to select the most profitable product concepts. However, current approaches can be restricted to single products and do not cover product families' effects. Similarly, they do not necessarily capture all requirements and usually lack extensive cost analyses. Thus, this paper proposes a framework supporting product concept generation and evaluation by providing an accessible conceptualization to overcome the limitations. Using the so-called Extended Axiomatic Design (EAD) supports designers and managers to configure the requirements across product concepts' various domains while concurrently evaluating their economic consequences. The study applies the framework on a simplified case of a bottle manufacturer to conceptualize four product concepts. The case illustrates how the EAD can be used as a virtual testbed to generate and evaluate new product concepts. Finally, designers and managers can make more informed decisions about product concepts by considering their economic and engineering selection criteria to select the most profitable NPD project configuration.

Reviewing the intellectual structure of product modularization: Toward a common view and future research agenda

“…Explorative and conceptual research on different architectures and their interdependencies (Schilling, 2000) Data of product, production, and organizational architectures to test interdependencies between systems (Colfer & Baldwin, 2016) Fundamental cluster Period 3-Service architecture Organizational system Period 4-Mirroring hypothesis System architecture (Baldwin et al, 2014;Engler et al, 2017) NPD concept generation (Cooper, 2019;Evanschitzky et al, 2012;Markham, 2013;Mertens et al, 2021) Design structure modeling and axiomatic design (Eppinger & Browning, 2012;Suh, 2001)…”

“…Since a larger scope should give decision‐makers more information to process, firms will have to find the right level of decomposition in system component hierarchies that provides the right level of complexity (Algeddawy & Elmaraghy, 2013; Suh, 2005). They must also find the right scope when applying product modularization and decide what to include during early concept generation (Cooper, 2019; Mertens, 2020; Mertens et al, 2021). Given our review and an increased scope, fundamental publications, formalisms such as design structure modeling, and exchange between research perspectives could support scholarly activities (Eppinger & Browning, 2012; Steward, 1981; Suh, 2001).…”

“…As a second step, the firms carry out an extensive analysis (2), using components to generate alternative concepts for modular product architectures (Mertens et al, 2021). Starting from the given interdependencies between components, concept generation involves rearranging the existing product architecture by integrating redesigned components, modules, platforms, standardized interfaces, and independent functionalities.…”