Improving Communication through Modularity: A Study on the Role of Modular Product Architecture in the ETO Industry

As products become increasingly complex, Engineer-to-Order (ETO) companies face growing challenges in managing communication between different teams. Poor communication often leads to delays, product quality issues and cost overruns. This research explores how modular product architecture can improve communication within the ETO industry. Semi-structured interviews were conducted with two ETO companies that underwent through an integral to modular product architecture transition. Through qualitative and quantitative evaluation criteria, the perceived changes in communication effectiveness were analyzed and evaluated. The findings suggest that modular product architecture can improve various aspects of communication and enable companies to manage their resources more effectively during the development of complex engineering products. However, the research also highlights a potential risk: as modularity becomes increasingly standardized and mature, it may begin to constrain innovation in communication if not carefully managed.