Change search
ReferencesLink to record
Permanent link

Direct link
On a methodology for component selection in modular branding: An industrial pilot study
KTH, School of Industrial Engineering and Management (ITM), Machine Design (Dept.).
2014 (English)In: Concurrent Engineering - Research and Applications, ISSN 1063-293X, E-ISSN 1531-2003, Vol. 22, no 2, 93-105 p.Article in journal (Refereed) Published
Abstract [en]

Performing modularization of a product family with multiple brands is a complex task that must integrate and balance a wide range of contradicting and ambiguous aspects, such as product performance, customer expectations, supplier alliances, and corporate business strategies. Furthermore, decisions on balancing these aspects that also change with time have to deal with a high degree of uncertainty. No general methodology for modular branding has currently been published. A methodology with that aim is proposed and prototyped in a real but anonymized industrial case. The presented task is to select standard original equipment manufacturer engines for six brands of self-propelled walk-behind lawn mowers. Selection is based on a set of calculated utility scores and known costs. The utility of an engine with a certain performance level and set of features is specific to each brand. This article presents a first step in developing a general methodology for modular branding and the organizational learnings of using the proposed methodology in an industrial setting.

Place, publisher, year, edition, pages
2014. Vol. 22, no 2, 93-105 p.
Keyword [en]
Branding, cannibalization, component selection, modularization, design parameter, multi-attribute utility theory, multi-criteria decision-making
National Category
Engineering and Technology
URN: urn:nbn:se:kth:diva-147024DOI: 10.1177/1063293X13516966ISI: 000336265000001ScopusID: 2-s2.0-84900801512OAI: diva2:728423

QC 20140624

Available from: 2014-06-24 Created: 2014-06-23 Last updated: 2014-06-24Bibliographically approved

Open Access in DiVA

No full text

Other links

Publisher's full textScopus

Search in DiVA

By author/editor
Sellgren, Ulf
By organisation
Machine Design (Dept.)
In the same journal
Concurrent Engineering - Research and Applications
Engineering and Technology

Search outside of DiVA

GoogleGoogle Scholar
The number of downloads is the sum of all downloads of full texts. It may include eg previous versions that are now no longer available

Altmetric score

Total: 62 hits
ReferencesLink to record
Permanent link

Direct link