On the Market Aspect of Product Program Design: Towards a Definition of an Architecture of the Market

Publication: ResearchConference abstract for conference – Annual report year: 2012

Standard

On the Market Aspect of Product Program Design: Towards a Definition of an Architecture of the Market. / Hansen, Christian Lindschou; Mortensen, Niels Henrik; Hvam, Lars.

2012. Abstract from Design 2012 - 12th International Conference on Design, Dubrovnik, Croatia.

Publication: ResearchConference abstract for conference – Annual report year: 2012

Harvard

Hansen, CL, Mortensen, NH & Hvam, L 2012, 'On the Market Aspect of Product Program Design: Towards a Definition of an Architecture of the Market' Design 2012 - 12th International Conference on Design, Dubrovnik, Croatia, 21/05/12 - 24/05/12,

APA

Hansen, C. L., Mortensen, N. H., & Hvam, L. (2012). On the Market Aspect of Product Program Design: Towards a Definition of an Architecture of the Market. Abstract from Design 2012 - 12th International Conference on Design, Dubrovnik, Croatia.

CBE

Hansen CL, Mortensen NH, Hvam L. 2012. On the Market Aspect of Product Program Design: Towards a Definition of an Architecture of the Market. Abstract from Design 2012 - 12th International Conference on Design, Dubrovnik, Croatia.

MLA

Vancouver

Hansen CL, Mortensen NH, Hvam L. On the Market Aspect of Product Program Design: Towards a Definition of an Architecture of the Market. 2012. Abstract from Design 2012 - 12th International Conference on Design, Dubrovnik, Croatia.

Author

Hansen, Christian Lindschou; Mortensen, Niels Henrik; Hvam, Lars / On the Market Aspect of Product Program Design: Towards a Definition of an Architecture of the Market.

2012. Abstract from Design 2012 - 12th International Conference on Design, Dubrovnik, Croatia.

Publication: ResearchConference abstract for conference – Annual report year: 2012

Bibtex

@misc{67ea164282e2481b8731ac3d8f3379f3,
title = "On the Market Aspect of Product Program Design: Towards a Definition of an Architecture of the Market",
keywords = "Market architecture, Product architecture, Product program design, Product family, Platform",
author = "Hansen, {Christian Lindschou} and Mortensen, {Niels Henrik} and Lars Hvam",
year = "2012",
type = "ConferencePaper <importModel: ConferenceImportModel>",

}

RIS

TY - ABST

T1 - On the Market Aspect of Product Program Design: Towards a Definition of an Architecture of the Market

A1 - Hansen,Christian Lindschou

A1 - Mortensen,Niels Henrik

A1 - Hvam,Lars

AU - Hansen,Christian Lindschou

AU - Mortensen,Niels Henrik

AU - Hvam,Lars

PY - 2012

Y1 - 2012

N2 - An often overlooked aspect of architecture based product development, is the market aspect. However, without focusing the scope of the product family and ensuring an appropriate layout of product families, variants and features across the product program offerings, experiences show that architecture based product families become rigid, unfocused, prepared for yesterday’s market situation, and ultimately lack profitability. This paper will propose to expand the existing notion of coordinating product and production architectures as a means to develop profitable architectures by including an architecture of the market. This is to be interpreted as the ‘market perspective’ of the product family referring to the design of the product family from the market’s point of view. The main result of this paper is the suggestion of a definition of a market architecture with an articulation of its elements, relations, hierarchical nature and raison d’être. Three action research studies show that defining the market architecture serve as a feasible and operational means of addressing the market aspects in architecture development.

AB - An often overlooked aspect of architecture based product development, is the market aspect. However, without focusing the scope of the product family and ensuring an appropriate layout of product families, variants and features across the product program offerings, experiences show that architecture based product families become rigid, unfocused, prepared for yesterday’s market situation, and ultimately lack profitability. This paper will propose to expand the existing notion of coordinating product and production architectures as a means to develop profitable architectures by including an architecture of the market. This is to be interpreted as the ‘market perspective’ of the product family referring to the design of the product family from the market’s point of view. The main result of this paper is the suggestion of a definition of a market architecture with an articulation of its elements, relations, hierarchical nature and raison d’être. Three action research studies show that defining the market architecture serve as a feasible and operational means of addressing the market aspects in architecture development.

KW - Market architecture

KW - Product architecture

KW - Product program design

KW - Product family

KW - Platform

ER -