Recap of the book - What we covered and what we did not…
- …and other books of interest
Current/future directions in platform/family design - Excerpts from:
- Simpson, T. W., Marion, T. J., de Weck, O., Holtta-Otto, K., Kokkolaras, M. and Shooter, S. B. (2006) Platform-Based Design and Development: Current Trends and Needs in Industry, 2006 ASME Design Engineering Technical Conferences - Design Automation Conference, Philadelphia, PA, ASME, Paper No. DETC2006/DAC-99229
The Model T as the “model” platform - Excerpts from:
- Alizon, F., Shooter, S. B. and Simpson, T. W. (2008) Henry Ford and the Model T: Lessons for Product Platforming and Mass Customization, 2009 ASME Design Engineering Technical Conferences - Design Automation Conference, Saitou, K., ed., New York, NY, August 3-6, ASME, DETC2008/DAC-49420 to appear in Design Studies (2009)
Product Platform and Product Family Design Editors: - Timothy W. Simpson, Zahed Siddique, & Jianxin (Roger) Jiao
Year of Publication: Publisher: Focus: - Methods for designing product platforms and product families
Target Audience Our target audience includes: - 1. Researchers and Ph.D. students in Mechanical Engineering, Industrial Engineering, Computer-Integrated Manufacturing, and related fields in Engineering Management
- 2. Practitioners involved in Design, Development, Planning and Production in the manufacturing industry
We wanted to provide an overview of the more mature research that has occurred, emphasizing methods for: - developing platform architectures
- identifying platform leveraging strategies
- positioning products within a family
- planning the extent of the product family
- optimizing families of products based on platforms
including platform case studies form industry
Contributing Authors Over 30 authors contributed 22 chapters Authors span academia as well as industry: - Penn State, MIT, Georgia Tech, Michigan, BYU, Bucknell, UIUC, University of Oklahoma
- Osaka University, Nanyang Technological University, University of Twente, Chalmers University of Technology
- ABB, PRTM, Robust Systems & Strategy, Infotiv, Hofer & Partner, KPMG Advisory Services
National and international contributors from: - United States, Netherlands, Switzerland, Sweden, Finland, Germany, Malta, Japan, Singapore
Chapter 1: Introduction & Overview Chapter 1 - Product Variety and Customization
- Definitions of Platforms and Product Families
- General Approaches to Platform Design
- Module-Based Product Families and Examples
- Scale-Based Product Families and Examples
- Discuss Organization of the Book
Authors: - Timothy W. Simpson, Penn State University
- Zahed Siddique, Oklahoma University
- Jianxin (Roger) Jiao, Nanyang Technological University (Singapore)
Pictorial Overview (Chapter 1)
Part I: Front-End Issues in Platforming Chapters 2-7 - 2: Effective Platform Planning in the Front-End
- 3: Platform-Driven Development of Product Families
- Johannes I. M. Halman, University of Twente (Netherlands), Adrian P. Hofer, Hofer & Partner (Switzerland), and Wim van Vuuren, KPMG Advisory Services (Malta)
- 4: Platform Concept Selection
- Katja Hölttä-Otto, MIT (UMass-Dartmouth) with Kevin Otto, Robust Systems and Strategy
- 5: Platform Leveraging Strategies and Market Segmentation
- Tucker Marion and Timothy W. Simpson, Penn State University
- 6: Product Family Positioning
- Jianxin Jiao and Yiyang Zhang, Nanyang Technological University (Singapore)
- 7: Commonality Indices for Product Families
- Henri J. Thevenot and Timothy W. Simpson, Penn State University
Part II: Optimization-Based Approaches Chapters 8-12 - 8: Methods for Optimizing Platforms and Families
- Timothy W. Simpson, Penn State University
- 9: Commonality Decisions in Platform Design
- Michael Kokkolaras, Ryan Fellini, and Panos Y. Papalambros, University of Michigan
- 10: Product Variety Optimization
- Kikuo Fujita, Osaka University (Japan)
- 11: Analytical Target Cascading in Product Family Design
- Ryan Fellini, Michael Kokkolaras, and Panos Y. Papalambros, University of Michigan, with Harrison H. Kim from UIUC
- 12: Determining Product Platform Extent
Part III: Back-End Issues in Platforming Chapters 13-18 - 13: Roadmap for Product Architecture Costing
- Sebastian K. Fixson, University of Michigan
- 14: Activity-Based Costing for Product Families
- Jaeil Park and Timothy W. Simpson, Penn State University
- 15: Product Platform Redesign using Platforms
- Zahed Siddique, University of Oklahoma
- 16: Process Platforms and Product Configuration
- Jianxin (Roger) Jiao, Lianfeng Zhang, and Shaligram Pokharel, Nanyang Technological University (Singapore)
- 17: Measuring Shape Commonality
- Zahed Siddique, University of Oklahoma
- 18: Process Parameter Platform Design
- Christopher B. Williams, Janet K. Allen, David W. Rosen, and Farrokh Mistree, Georgia Tech
Part IV: Applications Chapters 19-22 - 19: Ice Scraper Platforms at Innovation Factory
- Steven B. Shooter, Bucknell University
- 20: Engineering Platforms and Families at ABB
- Srinivas Nidamarthi and Harshavardhan Karandikar, ABB (Germany)
- 21: Product Design Generator at Honeywell
- Gregory M. Roach and Jordan J. Cox, BYU
- 22: Platform Management Practice at Cetetherm
- Tobias Holmqvist and Magnus Persson, Chalmers University of Technology (Sweden) with Karin Uller from Infotiv
Other Books: The Power of Product Platforms Authors: Year of Publication: Publisher: Focus: - This has become THE book on product platform planning
Product Strategy for High-Tech Companies Author: Year of Publication: Publisher: Focus: - Use of platforms in high-tech industries and PRTM’s platform planning process
Managing Product Families Authors: - Susan Sanderson & Mustafa Uzumeri
Year of Publication: Publisher: Focus: - Product family management with an emphasis on Sony’s platform planning strategy
Design Rules Volume I: The Power of Modularity Authors: - Carliss Y. Baldwin & Kim B. Clark
Year of Publication: Publisher: - MIT Press (Cambridge, MA)
Focus: - Modular-based design strategies and examples
The Age of Modularity Author: Year of Publication: Publisher: - Adams and Steele (Iowa City, IA)
Focus: - Modularity and its role in product design as well as organizational design
Controlling Design Variants Authors: - Anna Ericsson & Gunnar Erixon
Year of Publication: Publisher: Focus: - Modular Function DeploymentTM and Module Identification MatrixTM Methods
Product Variety Management Editors: - Teck-Hua Ho & Christopher S. Tang
Year of Publication: Publisher: Focus: - Collection of papers dealing with the management of product variety
Integrated Design of a Product Family Authors: Year of Publication: Publisher: Focus: - Assembly system design to facilitate manufacturing products in a family
Build-to-Order & Mass Customization Author: Year of Publication: Publisher: Focus: - Product design and supply chain issues associated with mass customization and build-to-order systems
Overview of Lecture Recap of the book - What we covered and what we did not…
- …and other books of interest
Current directions in product family and platform design - Excerpts from:
- Simpson, T. W., Marion, T. J., de Weck, O., Holtta-Otto, K., Kokkolaras, M. and Shooter, S. B. (2006) Platform-Based Design and Development: Current Trends and Needs in Industry, 2006 ASME Design Engineering Technical Conferences - Design Automation Conference, Philadelphia, PA, ASME, Paper No. DETC2006/DAC-99229
The Model T as the “model” platform - Excerpts from:
- Alizon, F., Shooter, S. B. and Simpson, T. W. (2008) Henry Ford and the Model T: Lessons for Product Platforming and Mass Customization, 2009 ASME Design Engineering Technical Conferences - Design Automation Conference, Saitou, K., ed., New York, NY, August 3-6, ASME, DETC2008/DAC-49420 to appear in Design Studies (2009)
2004 Platform Management for Continued Growth Nov. 30 – Dec. 1, 2004 in Atlanta, GA Sponsored by PDMA/IIR Keynote Speaker: - Marc Meyer, co-author of Power of Product Platforms
Twenty industry experts: - Harley Davidson, Kodak, DuPont, Intel, and Lockheed Martin, Aventis Pasteur, IBM, Case-New Holland Global, Cingular Wireless, Playtex, Argon Engineering, and Innovation Focus
Post-Conference Workshop Hosted by Mr. Patrick Gordon from PRTM
November 9-10, 2005 at MIT November 9-10, 2005 at MIT - Co-organized by Olivier de Weck and Timothy W. Simpson
- Co-sponsored by MIT, CIPD (Prof. Chris Magee), Penn State, and a generous donation from DuPont (Debbra Johnson)
Objectives: - Unveil and present new edited volume (book)
- Bring community of practitioners and academics together: to learn, think, debate, network, socialize,…
- Extend concept of product families and platforms to non-traditional areas: software, services
- Transition from CIPD to Center for Engr Sys Fundamentals
Conference Highlights Two keynote speakers: - Marc Meyer, co-author of Power of Product Platforms (1997)
- B. Joseph Pine II, author of Mass Customization (1993)
Industry speakers from: - HP, DuPont, Design Continuum, LG, United Technologies, PRTM, ABB, GM/Saab, Robust Systems and Strategy, and Innovation Factory
Panel discussion and enlightening talks from academia Drew 114 participants split evenly between industry and academia All presentations and materials available on website:
Common Themes & Trends Several common themes arose from the 30+ industry presentations and ensuing discussions: - Corporate Culture Change
- Upper Management – Catalyst for Change
- Product Development – Results through Teamwork
- Architecture – Common Subsystems and Reduced Complexity
- Platform Strategies in “Non-Traditional” Applications
- Forecasting and Analysis – Understand the Market
- Financial Planning
- Globalization and Product Platforms
Corporate Culture Change Corporations that embraced cross-functional product platform teams routinely were able to quickly reinvent themselves and successfully enter new markets - Functional management structures tend to lead to ‘fiefdoms’ with overlapping capabilities (R&D, marketing, design, etc.)
- IBM example taken from Paul Mugge:
Upper Management – Catalyst for Change Reorganization will fail without strong support from upper management - After losing $8B in 1993, Louis V. Gerstner spearheaded a culture change by appointing senior management to lead the effort and commit the required resources (see: LVG, Who Says Elephants Can’t Dance?, Harper Business, 2002)
- In 2000, Intel’s Desktop Platform Group shifted focus from developing components to developing platforms, and management provided evolutionary improvement and implementation of a coherent Platform Development Management System
Whether through a change manager (IBM) or an evolutionary change (Intel), upper management must support and be integrated in platform management
Product Development – Results through Teamwork Cross-functional product development teams are essential for implementing a successful platform development strategy - Sanofi Aventis shared experiences with using platforms to expedite FDA approval process for the vaccines that they develop
Some firms experimenting with layered models: - platform teams serve as “middleware”, connecting slower science-related R&D layer with fast-paced market-related product development layer that wants to assemble and customize products from existing, proven technologies quickly for changing customer demands
Architecture – Common Subsystems and Reduced Complexity Developing cohesive and flexible product architectures is a necessity for successful platform implementation To achieve this, nearly every speaker presented a customized version of Meyer’s “Power Tower” at the PDMA Conference that served as their firm’s product planning roadmap - DuPont’s example from their work with Innovation Focus
“Non-Traditional” Applications of Platforms Platform-based development is being adopted in “non-traditional” sectors such as telecommunications, software, food and drug industries, health care and service systems (e.g., entertainment, tourism, banking) Requires rethinking platform principles for technology-focused platforms, artistic and industrial design-based platforms, brand recognition-based platforms, etc.
Forecasting and Analysis – Understand the Market Companies must listen to and identify the needs and expectations of each market segment and tier - What is the significance of this segment?
- What are the key products?
- What are their volumes, revenue, and profits?
- What is the outlook for the next 5 years?
- What does the company have to do to enter, sustain, and grow in the segment?
Companies can then develop a ‘360 degree’ view of potential customers to understand their needs, requirements, and usage patterns ‘Voice of the Customer’ (VOC) based approaches were used successfully by many companies to guide the specification and features of new product platforms
Financial Planning Justifying product family development to senior-level management requires estimating the expected financial benefits: savings due to commonality (e.g., in manufacturing, inventory, training, maintenance) and revenues due to successful products in the market - Requires integrating marketing, design, engineering, and manufacturing considerations into a unifying framework to support platform decision-making
Globalization and Product Platforms Globalization not only offers opportunities for product families but actually implies them Speakers stated that platform-based development is the only way for international companies to market their products efficiently and stay in business Taking a global perspective can offer new market opportunities also
Needs & Future Directions Recognizing a Holistic Platform Strategy - How to integrate life-cycle concerns and manage knowledge
Flexible Platform Design for Multiple Generations - How do we embed flexibility into platforms to enable them to evolve as technology changes to serve multiple generations
Corporate Platform Strategy and Tradeoffs - How can we facilitate corporate reorganization for platform teaming while ensuring management “buy in” is achieved
Expanding Views for Platforms - How to best leverage platform principles to service platforms, software platforms, brand platforms, etc.
Effective Partnerships: Industry+Academic+Government - How to exploit synergies among our efforts and help educate future generations of platform designers and engineers
Do'stlaringiz bilan baham: |