Dr Des Doran Copenhagen Business School, January 2010
Copenhagen Business School, January 2010
What is modularity? <ul><li>A useful and important starting point </li></ul><ul><li>Definitions </li></ul><ul><li>Literatu...
Copenhagen Business School, January 2010 Modularization The opportunity for  mixing and matching  of components in a modul...
Modular Perspectives... Product architecture Organisational modularity Supply Chain R & D Product  development Operations ...
Ulrich Copenhagen Business School, January 2010
How is the language of modularity developing? <ul><li>Starr (1965) – developing the idea of modularity </li></ul><ul><li>U...
Are existing tools, concepts and techniques appropriate? <ul><li>Dimensions of modularity </li></ul><ul><li>Continuum of m...
Copenhagen Business School, January 2010 Pure modular   Hybrid Non modular Modular continuum
Keeping it simple <ul><li>Making the claim for modularity </li></ul><ul><li>Compare/contrast </li></ul><ul><li>Providing c...
Future directions <ul><li>Developing service modularity tools, techniques and concepts </li></ul><ul><li>Service modularit...
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Modularity - What are we talking about?

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  • A difficult area spanning many areas and therefore requiring clarification
  • Cost is clearly a driver – smart production – involves decisions relating to who makes what in the supply chain
  • PA – issues relating to degree of design and product integration determines degree of modularity Org mod – do mod prods/services lead to org modularity? Mod may be a strategic decision requiring significant change within and beyond the organisation
  • Modularity - What are we talking about?

    1. 1. Dr Des Doran Copenhagen Business School, January 2010
    2. 2. Copenhagen Business School, January 2010
    3. 3. What is modularity? <ul><li>A useful and important starting point </li></ul><ul><li>Definitions </li></ul><ul><li>Literature contextualisation </li></ul>Copenhagen Business School, January 2010
    4. 4. Copenhagen Business School, January 2010 Modularization The opportunity for mixing and matching of components in a modular product design in which the standard interfaces between components are specified to allow a range of variation in components to be substituted in a product architecture (Hsuan, 1999) Modular system A system composed of units (or modules) that are designed independently but still function as an integrated whole ( Baldwin & Clark, 1997)
    5. 5. Modular Perspectives... Product architecture Organisational modularity Supply Chain R & D Product development Operations Management Service modularity Strategy Copenhagen Business School, January 2010 Modularity
    6. 6. Ulrich Copenhagen Business School, January 2010
    7. 7. How is the language of modularity developing? <ul><li>Starr (1965) – developing the idea of modularity </li></ul><ul><li>Ulrich (1995) -Product architecture </li></ul><ul><li>Camuffo (2002) – Defining modularity </li></ul><ul><li>Baldwin and Clark (1997) – Defining modularity </li></ul><ul><li>Sako & Murray (2000) – Exploring Strategic modularity </li></ul><ul><li>Fine (2005) – Supply chain aspects of modularity </li></ul><ul><li>Schilling and Steensma (2001); Brusoni and Prencipe (2001) – Organizational modularity </li></ul><ul><li>Voss and Hsuan (2009) – Service Modularity </li></ul>Copenhagen Business School, January 2010
    8. 8. Are existing tools, concepts and techniques appropriate? <ul><li>Dimensions of modularity </li></ul><ul><li>Continuum of modularity </li></ul><ul><li>Pure modular, Hybrid, Pure integral </li></ul>Copenhagen Business School, January 2010
    9. 9. Copenhagen Business School, January 2010 Pure modular Hybrid Non modular Modular continuum
    10. 10. Keeping it simple <ul><li>Making the claim for modularity </li></ul><ul><li>Compare/contrast </li></ul><ul><li>Providing clear cases </li></ul>Copenhagen Business School, January 2010
    11. 11. Future directions <ul><li>Developing service modularity tools, techniques and concepts </li></ul><ul><li>Service modularity – defining, articulating, proving </li></ul><ul><li>(Service) Supply chain implications of modularity </li></ul><ul><li>Services modularity within a manufacturing context </li></ul><ul><li>Modular education? </li></ul>Copenhagen Business School, January 2010

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