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

Christian Lindschou Hansen, Niels Henrik Mortensen, Lars Hvam

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Abstract

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.
Original languageEnglish
Title of host publicationDesign 2012. Proceedings of the 12th International Design Conference
Volume1
PublisherDesign Society
Publication date2012
Pages1699-1708
ISBN (Electronic)9789537738174
Publication statusPublished - 2012
Event12th International design conference - Hotel Croatia, Dubrovnik, Croatia
Duration: 21 May 201224 May 2012
Conference number: 12
http://www.designconference.org/

Conference

Conference12th International design conference
Number12
LocationHotel Croatia
CountryCroatia
CityDubrovnik
Period21/05/201224/05/2012
Internet address

Keywords

  • Market architecture
  • Product architecture
  • Product program design
  • Product family
  • Platform

Cite this

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. In Design 2012. Proceedings of the 12th International Design Conference (Vol. 1, pp. 1699-1708). Design Society.