How the rate of change and control of a modular product architecture impact firm‐level outcomes

Galvin, Peter, Burton, Nicholas, Bach, Norbert and Rice, John (2020) How the rate of change and control of a modular product architecture impact firm‐level outcomes. Strategic Change, 29 (1). pp. 67-76. ISSN 1086-1718

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Official URL: https://doi.org/10.1002/jsc.2311

Abstract

Who controls a product architecture and the rate at which this architecture changes, impacts the type of outcomes a firm can expect to derive from utilizing a modular product architecture? Advantages such as increased levels of innovation, quick determination of consumer preferences and lower production costs have been linked to modular product architectures. However, such architectures have also been linked to detrimental outcomes such as high levels of competition and commoditization along with higher development costs. It is via the introduction of two key moderating variables that we improve our understanding of the impact that a modular product architecture has upon different firm‐level outcomes.

Item Type: Article
Uncontrolled Keywords: Modularity, Firm Boundaries, Product architecture, Innovation
Subjects: N100 Business studies
N500 Marketing
N900 Others in Business and Administrative studies
Department: Faculties > Business and Law > Newcastle Business School
Depositing User: Elena Carlaw
Date Deposited: 29 Jan 2020 11:35
Last Modified: 29 Jan 2020 12:15
URI: http://nrl.northumbria.ac.uk/id/eprint/41987

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