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Keynote presentation delivered at Copenhagen Business School, January 2010
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Dr Des Doran
Copenhagen Business School, January 2010
Copenhagen Business School, January 2010
What is modularity?
A useful and important starting point Definitions Literature contextualisation
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)
Copenhagen Business School, January 2010
Modular Perspectives...
Modularity
Product architecture
Organisational modularity
Supply Chain
R & D
Product development
Operations Management
Service modularity
Strategy
Copenhagen Business School, January 2010
Ulrich
Copenhagen Business School, January 2010
How is the language of modularity developing? Starr (1965) – developing the idea of modularity Ulrich (1995) -Product architecture Camuffo (2002) – Defining modularity Baldwin and Clark (1997) – Defining modularity Sako & Murray (2000) – Exploring Strategic modularity Fine (2005) – Supply chain aspects of modularity Schilling and Steensma (2001); Brusoni and Prencipe
(2001) – Organizational modularity Voss and Hsuan (2009) – Service Modularity
Copenhagen Business School, January 2010
Are existing tools, concepts and techniques appropriate?
Dimensions of modularity Continuum of modularity Pure modular, Hybrid, Pure integral
Copenhagen Business School, January 2010
Copenhagen Business School, January 2010
Pure modular Hybrid Non modular
Modular continuum
Keeping it simple
Making the claim for modularity Compare/contrast Providing clear cases
Copenhagen Business School, January 2010
Future directions
Developing service modularity tools, techniques and concepts
Service modularity – defining, articulating, proving
(Service) Supply chain implications of modularity
Services modularity within a manufacturing context
Modular education?
Copenhagen Business School, January 2010
