Interdependence & Flexibility in Product Development

SA06.1 New Forms of Interdependence in Virtual Product Development Teams

• Nancy A. Staudenmayer; Duke University, Fuqua Sch. of Bus., Box 90120, Durham, NC 27708-0120; nstauden@mail.duke.edu
• Gerardine Desanctis; Duke University, Fuqua Sch. of Bus., Box 90120, Durham, NC 27708-0120;
• Sze Sze Wong; ;

Virtual organizations rely heavily on linkages with other entities in order to conduct their core work activities, distributing tasks across space, time and other boundaries. We explore the implications of more virtual ways of working for the types of interdependencies in product development. It draws upon survey and case study data.

SA06.2 Managing Development Flexibility in Uncertain Environments

• Stefan Thomke; Harvard Business School, Morgan Hall T63, Soldiers Field, Boston, MA 02163; sthomke@hbs.edu

As product complexity and the rate of market change have dramatically increased, firms find it increasingly difficult to forecast product requirements in their development processes. I propose to redefine the problem from one of improving forecasting to one of increasing product development flexibility and will report on related empirical findings.

SA06.3 Positioning & Launching Platform-Based Products

• Viswanthan Krishnan; University of Texas, Dept. of Mgmt., CBA 4.202, Austin, TX 78712; krishnan@mail.utexas.edu
• Saurabh Gupta; Texas Business School, CBA 4.202, Austin, TX 78712;

The benefits of product platforms have gained increasing research attention. Are there costs associated with platforms? How do platforms influence the product location and launch decisions? We answer these questions with an application-driven mathematical model. Our analysis helps characterize the appropriateness of platforms for different business situations and implications for managers.

SA06.4 The Real Options Value of Modular Product Architecture

• Christoph H. Loch; INSEAD, Blvd. de Constance, Fontainebleau, 77305 , France; christoph.loch@insead.fr
• Michael T. Pich; INSEAD, Boulevard de Constance, Fontainebleau Cedex, 77305 , France; michael.pich@insead.fr

We explore the implications of choosing a modular vs integrated product architecture. The choice of architecture constrains future changes to the product's attributes. We compare the flexibility of varying performance attributes independently of one another in the 2 architectures. An option 'value' results from the capability of meeting uncertain future market attribute targets.