Adaptation of European product to emerging markets:
Modular product development
Ravi Kumar Gupta
Farouk Belkadi
Ecole Centrale de Nantes – LS2N, UMR CNRS 6597,
Nantes 44300, France
[email protected]
Ecole Centrale de Nantes – LS2N, UMR CNRS 6597,
Nantes 44300, France
[email protected]
Alain Bernard
Ecole Centrale de Nantes – LS2N, UMR CNRS 6597,
Nantes 44300, France
[email protected]
competition from emerging countries, frugal innovation is
considered as a solution to produce customized products in a
shorter time for improving the attractiveness of western
companies [4, 5]. Frugal innovation or frugal engineering is the
process of reducing the complexity and cost of goods and their
production. A frugal product is defined in terms of the
attributes: Functional, Robust, User-friendly, Growing,
Affordable and Local and can be found in most industries [6,7].
As per the study [8], these frugal attributes are not sufficient
for adopting existing product development facilities in
European countries to emerging markets as product
development for emerging markets does not have same
requirements in terms of geographic, economic, context of use,
local and international governing, standards, and utilization of
resources. And also different components, parts and services
attached to a product have varied requirements.
Abstract— Adopting existing European product development
facilities to develop new products tailored to emerging markets is a
challenge as product requirements for emerging markets are
different in terms of geographic, economic, context of use, local
and international governing, utilization of resources, and
standards. The modular product development approach for the
adaptation of European product and production facilities to
emerging markets is presented in the paper. This includes (i)
Definition of basic features in order to propose the possibility of
elaborating a module structuration of the product and productservice, and also for identification of modules, (ii) Product modules
and their selection strategies, (iii) Product configuration strategies.
Using modular approach, the product definition evolved iteratively
along the development stages starting from the early stage of design
to the final production.
Keywords—Adaptation of European production, Emerging
market, Modular product development.
I. INTRODUCTION
A product is goods, consisting of a bundle of tangible and
intangible attributes that satisfies consumers and is received in
exchange of money or some other unit of value [1]. Factors that
influence consumer behavior are cultural, social, personal,
psychological and the buyer. Goods are tangible that one can
see them, feel them, and touch them whereas services are
intangible which are the results of human or mechanical efforts
to people or objects. Sales of goods and services are frequently
connected, i.e. a product-service will usually incorporate a
tangible component and an intangible component. Each
product includes a bundle of attributes capable of exchange and
use. Product planning refers to the systematic decision making
related to all aspects of the development and management of a
firms products including design, production, packaging and
transportation [2].
An emerging market is a country that is characterized as a
market under development without meeting standards as of a
mature market in the developed countries [3]. It includes
countries that may become developed in near future. Countries
with large economies such as China, India, Brazil, Russia,
Mexico and many others are considered emerging markets
because of their continuous evaluation. To respond to the
15e Colloque National AIP-Priméca
A product is considered as a single entity against a set of
requirements and the product is developed as a whole. This
view of product development hinders the adaptation of an
existing European products and development facilities to
address the emerging market requirements. So we proposed a
modular product development as divide the existing product
development facilities into modules and conquer to address the
emerging market requirements. After introducing the concepts
of product module and modular architecture in the next section,
the proposed modular development approach for the adaptation
of European products to emerging markets is detailed with
examples in the following sections.
II. PRODUCT MODULE AND MODULAR ARCHITECTURE
Product architecture is the way by which the functional
elements (or functions) of a product are arranged into physical
units (components) and the way in which these units interact
[9]. The choice of product architecture has broad implications
for product performance, product change, product variety, and
manufacturability [10]. Product architecture is also strongly
coupled to the firm's development capability, manufacturing
specialties, and product strategy [11]. Generally, product
architecture is thought of in terms of its modules [9].
A product module is a physical or conceptual grouping of
product components to form a consistent unit that can be easily
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requ
uirements aree constrains by local go
overning pollicies,
stan
ndards, and lo
ocal resourcess available. In
n order to adddress
emeerging markett’s requiremennts and adop
pt existing prooduct
deveelopment facilities, it is im
mportant to an
nalyse and evaaluate
diffeerent moduless in a product against speciffic requiremennts of
the market. The product deveeloped can be specified and/or
a
evalluated using frugal
f
criteriaa [6, 7, 21] namely
n
Functiional,
Rob
bust, User-friiendly, Grow
wing, Affordaable, Local with
speccific values as per the emerging markets. Addittional
featu
ures are identtified based oon requiremen
nts of the propposed
mod
dular productt developmennt for decission making and
selections. The in
nitial list of theese features with
w their definnition
is prresented in Section III.A.
identified and repplaced in the product
p
architeecture. Modullarity
is th
he concept of ddecomposing a system into independent parts
or modules
m
that caan be treated as
a logical unitss [11,12]. Moddular
prod
duct architectuure, sets of coommon modulles that are shhared
among a productt family, can bring cost saavings and ennable
intro
oduction of m
multiple producct variants quicker than witthout
architecture. Several companiess have adopted
d modular thinnking
or modularity
m
in various indusstries such as Boeing, Chryysler,
Ford
d, Motorola, Swatch, Miccrosoft, Contii Tires, etc. [13].
Hubka and Eder [14] define a modular desiign as “conneecting
the constructionall elements innto suitable grroups from w
which
many variants of ttechnical systeems can be asssembled”. Saalhieh
and Kamrani [15] define modulle as “building
g block that caan be
grou
uped with othher building blocks to fo
orm a varietty of
prod
ducts”. They also add thhat modules perform disscrete
funcctions, and m
modular designn emphasizess minimizatioon of
interractions betw
ween componeents. Ulrich and Eppingerr [9]
defin
ne a module aas a chunk off a product with
w an identiffiable
funcction. Alternaative moduless of a modu
ule are group
up of
mod
dules of the same type and satisfy several reasooning
criteeria/features foor a product module.
m
Product
P
featurres, design annd production
n processes ass well
as quality
q
and cosst should all bbe tailored to the
t requiremennts of
targeted emerging market. A modular pro
oduct developpment
meth
hodology is developed fo
for modular organization of a
prod
duct, product--service, and production facilities
f
usedd and
then
n to configuree the feasible product addrressing the market
m
requ
uirements and also utilizingg existing deveelopment facillities.
Figu
ure 2 depicts the methodollogy using th
hree views naamely
Req
quirements, Product
P
and Production. The figure also
reprresents the logical flows andd reasoning steeps required foor the
prod
duct developm
ment.
Generic
G
Produuct Architectture (GPA) is
i a graph w
where
nodees represent product modules
m
and links repreesent
conn
nections amonng product modules
m
acco
ording to speecific
interrfaces (functioonal, physical,, information and material fflow)
to reepresent a prooduct or a sett of similar products formiing a
prod
duct family. A GPA reppresents the structure off the
funcctional elemennts and their mapping
m
into different moddules,
and specifies their interfaces. It embodies the configurration
mech
hanism to deefine the ruless of product variant derivvation
[16, 17]. Produccts can be coonfigured to satisfy indivvidual
custo
omer requirem
ments. As a prrerequisite, a clear definitioon of
whatt the companyy is potentiallyy ready to offeer is necessaryy and
feasiibility of prodduct characteristics should be
b establishedd and
veriffied a priori [[18]. The sim
milar concepts mentioned inn the
literaature are ‘building prroduct archiitecture’, ‘deesign
depeendencies andd interfaces’ and ‘architeecture of prooduct
famiilies’, which ccan be used foor the developm
ment of GPA.. The
GPA
A can be consstructed by usiing different methods
m
preseented
in litterature [19, 220]. Examples of product mo
odules and GP
PA in
a prroduct (Galleey-system) aree presented in
i Figure 1. The
mod
dular product developmentt composed of
o GPA, moddules,
and alternative moodules is preseented in the neext section.
Figure
F
2.
MODULAR PRODUUCT DEVELOPMEN
NT METHODOLOG
GY
Requirement
R
s view: It is tto collect and
d identify custtomer
requ
uirements, em
merging markeet constraints, and requirem
ments
for the
t targeted em
merging markket. These requ
uirements colllected
in this
t
view from
m the earlierr stages of th
he project wiill be
explloited on th
he followingg views at three levelss: (i)
Iden
ntification of product functtion; (ii) selecction of a prooduct
struccture and mod
dules, (iii) idenntification of the
t best produuction
systems and network configurat
ation [7].
Figure
F
1.
EXAMPLE OF GENEERIC PRODUCT AR
RCHITECTURE OF A
GALL
LEY SYSTEM (PM
M: PRODUCT MODU
ULE).
PRO
ODUCT DEVEL
LOPMENT FOR
R ADAPTATION
N TO
EMER
RGING MARKE
ET
Product
P
view
w: It is to idenntify possible product strucctures
and modules to fulfil thee requiremen
nts identifiedd in
requ
uirements view
w and also to connect (link
k) product struucture
and product modu
ules to producttion view and required servvices.
Customer’s
C
rrequirements fluctuate acrross geograpphical
regio
ons, standardds, and type of use conteext of a prooduct.
Wheereas global production facilities to
t address such
Production
P
view:
v
It is to identify prod
duction capabiilities
and then identiffy best combbination of production
p
syystem
agaiinst frugal atttributes, emeerging markeet constraintss and
III. MODULAR
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and all collaborative processes supporting information and
material exchange between these production systems. Then, the
configuration of each production system consists on the
definition of local planning and adaptation of working
processes to integrate requirements of cooperation and
coordination mechanisms. In the same manner, by fixing a
production system, the related production capabilities and then
the bill of work to obtain the related product module are
automatically fixed. The assembly process of the whole
product structure is obtained in coherence with the global
production planning defined at the production network level.
company policies. The combination of production systems in
production view is also used to build production network.
The navigation between the views’ items of the modular
approach is fulfilled through three sequential routes as shown
in the bottom of the Figure 2. The main logic is that after the
elicitation of market requirements to a set of product functions
in (R1.a), the route (R1.b) consists on the identification of
feasible alternatives of product and production solutions, the
second route (R2) aims then to identify the best combination of
production systems (fixing the optimal production network)
and product modules to answer to targeted requirements with
respect to additional local constraints (logistics, standards,
etc.). The last route (R3) focuses on the implementation of the
selected options at the production and product levels.
The product modules and their production facilities are
evaluated against emerging market requirements to configure a
requested product for the emerging market. The definition of
module and generic product architecture as basic elements in
the methodology has been presented with example in Section
II. The identified set of modules is configured into a feasible
product. The configuration methods with examples are
presented in Section IV.
The connection between the three views following the
previous routes is ensured by two tables: the first one (T1)
contains the rules to transform requirements collected by the
marketing department from customer requirements and
emerging market constraints to a set of product functions with
related features representing the functional solution. Example:
to answer the need of using the car in very high temperature
conditions, the cooling function should be defined with a high
performance level. The second table (T2) aims to define
mapping between known product modules solutions and all
related possible production capabilities, which inform about the
possible standard manufacturing processes and technologies
able to provide the module with the desired characteristics.
A. Features for elaborating a module structuration of a
product and product-service
A feature (also refereed as product module feature or
product feature) is application dependent, describing some
characteristics, and to help in decision making processes in the
modular product development. A feature is not limited to
common geometric features but has a wider conception. It is
usually defined according to specific requirements in specific
application context with the help of users or experts from
different domains. Product module features are defined to
translate the regional customer requirements to product design
and also connect the product and requirements view to
production planning and supplier network design. The product
module features are used to connect the product view to
downstream activities such as maintenance, recycle and
disposal. The product module features are considered as bridge
among customer requirements, product design and production
facilities of product and product-service development in the
customer-driven context. The product module features are
defined to address following three categories as inputs for
decision making problems regarding the objectives of the
modular product development (Figure 2).
The identification of all feasible alternatives of modules
responding to the selected list of functions and all alternatives
of production capabilities and systems dealing with the
realization of these modules are identified in route 1.b through
an exact reuse or an adaptation of existing product structures or
families. It can be obtained by selecting some existing modules
solutions without consideration of the whole product structures.
The selection of the best alternatives of solutions is fulfilled
in R2 as a decision-making taking in consideration the different
requirements from emerging market, interfaces’ capabilities
and all other supplying facilities, etc. For instance, for two
similar production systems or suppliers (in terms of
manufacturing functionalities and performance), it can be
useful to choose this proposing low price or implying low
transport and logistics cost for one specific production network
and targeted market. Then the selection of the best modules
solutions can be obtained as a consequence of selecting the
related production systems.
i. Responding to customer/market requirements:
Category of module. This category of features is related to
product modules, and link product modules to requested
functions. Examples of product module features lie in this
category are presented in Table 1 along with their definition
and their importance in the modular product development.
Based on these decisions, the last route (R3) concerns the
definition of all necessary inputs to obtain the final product:
Production network building as a combination of selected
production systems and the definition of cooperation and
coordination mechanisms between different components of the
production network; Production systems configuration to
integrate collaboration and planning constraints; Realization of
different product modules and their assembly in the final
optimal product structure. By fixing the different production
systems (and suppliers), the structure of the production
network is defined as a combination of the selected items, the
final definition of the expected behavior of the network is
achieved by the definition of the global production planning
15e Colloque National AIP-Priméca
ii. Responding to module parameters and its interfaces:
Performance, Interfacing flexibility, Interchangeability,
Customization. This category of features is used to identify
product module category and to define or identify compatibility
with other modules. Preliminary list of proposed features in
this category are presented also in Table 1.
iii. Responding to production strategy: Process
positions,
Freedom
Pre-condition,
Sustainability
Constraints, Supplying tolerance, Supplying flexibility. This
category of features is used to identify requirements for
supplying properties, identify requirements for production
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proccesses and rrefine selectioon of produ
uct module. This
categ
gory of feattures are furrther grouped
d as (a) feaatures
requ
uested to link m
modules to thee production strategy of the final
prod
duct, and (bb) features requested
r
to create supppliers
requ
uirements from
m modules chaaracteristics an
nd are presentted in
Tablle 2 and Tablee 3 respectivelyy.
uirements willl be easily obbtained throug
gh some swappping,
requ
replacing, combin
ning or modiification actio
ons on the prooduct
struccture, includin
ng configuratioons of the seleected moduless.
Table 3. FEATUR
RES REQUESTED TTO CREATE SUPPLIIERS REQUIREMEN
NTS
In
I fact, the ap
pplication of ccustomer-driv
ven product-seervice
desiign can follow one of two ways processes, either
e
colleectively throu
ugh generic prroduct architeecture by mappping
all the requesteed functionss, or by mapping
m
funcctions
indiv
vidually through features and then co
onfiguring prooduct
mod
dules (Figure 3).
3 In this last case, more fleexibility is allowed
more
for the
t selection of products m
modules and consequently
c
inno
ovative possib
bilities for tthe final pro
oduct alternaatives.
How
wever, more attention is reqquired for the global consisttency
of th
he whole struccture. The conncept of featu
ure is considerred as
a geeneric term th
hat includes teechnical charaacteristics useed for
engiineering persp
pective as welll as inputs fo
or decision maaking
criteeria useful forr the deploym
ment of custo
omer-driven design
d
proccess in contextt of adaptationn to emerging market.
Taable 1. FEATUR
RES RELATED TO CUSTOMER
C
/MARK
KET REQUIREMENT
NTS,
MODULE PARAMETER
RS AND ITS INTERF
FACES
Figure 3. TWO WAYS PRODUCT CONFIGURATION
N STRATEGIES FOR
R
IDENT
TIFICATION OF MO
ODULES FOR A PR
RODUCT
Table
T
2. FEATU
URES REQUESTED TO LINK MODULE
ES TO PRODUCTIO
ON
In
I the first caase, based onn existing solu
ution implies high
leveel of knowledg
ge about the w
whole develop
pment process and
will reduce consid
derably the coost of adaptatiion to new maarket.
Baseed on individu
ual mapping oof modules, th
he second wayy will
givee more possib
bilities to im
magine new so
olutions (evenn the
desiign process doesn’t go from scratcch) includingg the
posssibility to reusse modules thhat are not oriiginally createed for
simiilar need conttext. The impplementation scenarios detaailing
these two ways arre presented inn the following
g sub-sectionss.
IV. PRODUCT C
CONFIGURATIO
ON STRATEGIE
ES
The
T
use of tthe modular approach sh
hould proposee the
facillity to work in different configurations
c
s. The conceppt of
GPA
A can give intteresting advaantages for theese issues. Inddeed,
by using
u
existingg GPA to exxtract reusablee modules, a first
assesssment of intterfaces’ comppatibilities an
nd performancce of
the selected moddules can bee performed regarding vaarious
whole product struuctures. Thus, module featu
ures are definned to
supp
port these aassessments and used to link proocess
speccifications, prooduction capaabilities, and all
a other impoortant
criteeria involved in the producct developmen
nt process. A
As the
deveeloped GPA aare a materialiization of the existing prodducts,
the adaptation of these prroducts to the
t
new m
market
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A. Configuration
C
n 1: Mapping oof Requested Functions
F
to GPA
G
The
T main ideaa in this configguration is thaat the adaptatiion of
existing solutions is perform
med based on
n the analysis of
existing final prod
ducts really prroduced and so
old to customeers in
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prev
vious market. According to the level of
o corresponddence
betw
ween new rrequirements and existing solutions, the
impo
ortance of eeach custom
mer option and
a
the posssible
comp
mpatibilities beetween local production
p
cap
pabilities and tthose
used
d for the realizzation of origiinal product will
w define the final
prod
duct structuree and producction strategy
y (at system and
netw
work levels) foor the targeted context.
B. Configuration
C
n 2: Mapping sset of function
ns to modules
through
t
featurres
In
I the second
d configuratioon, more atteention is giveen to
prod
duct modules separately reegardless of the final prooducts
strucctures using these moduless. This is also
o the case wheen all
prev
vious product structures conntain partial co
orrespondencee with
new
w requirements. This configguration offerr more innovvation
freedom for the design of neew product but
b include a very
stron
ng analysis stage of performance and interffaces’
com
mpatibilities. In this connfiguration, we
w go from
m the
interrpretation of the
t functions tto identify alll modules’ feaatures
and then, search if there are soome adequate modules andd then
conffigure these modules
m
to ppossible produ
ucts. The moodular
apprroach is used
d to satisfy functions ind
dividually thrrough
featu
ures and then
n configuringg products based on interffacing
com
mpatibilities am
mong mappedd product mod
dules. GPA caan be
used
d as a repository containing
ng possible mo
odules for speecific
funcctions. Mapping set of ffunctions to modules thrrough
featu
ures, as iden
ntification off new produ
uct using exiisting
mod
dules a compan
ny has, is pressented in Figu
ure 5.
The
T
starting point in thiss configuratio
on is the exiisting
prod
duct families tthat contain exxisting functio
ons and then aadapt
The
the definition off modules reggarding the requirements.
r
mod
dular approachh is used to sattisfy set of fun
nctions collecttively
throu
ugh GPA by mapping all the
t functions required. Som
me of
the product
p
moduules need onlyy to be focuseed in the identtified
alterrnative produccts to satisfy the requirem
ments and to aadapt
GPA
A of an existinng product or set
s of similar products.
p
Mappping
of Requested
R
Fuunctions to GPA,
G
as adap
ptation of exiisting
prod
ducts (solutionns) a company has, is presen
nted in Figure 4.
Fiigure 4. EXAMPPLE FOR MAPPING OF REQUESTED FUNCTIONS
F
TO GP
PA
An
A example for the first two mappin
ng possibilitiees of
funcctions to produuct modules in a GPA is presented
p
in Fiigure
4. Seet of functionss (F1 to F6) arre mapped to identify
i
alternnative
GPA
As to satisfy the requestedd functions. This
T
identifiees all
GPA
As that containn the list of reqquested functions. There aree two
posssible types of matching GPAs, first GPA
As that the prooduct
mod
dules mapped exactly to thee requested fu
unctions (GPA
A3 in
the figure) and ssecond GPAss that contain
n mapped prooduct
mod
dules and addiitional product modules (GP
PA1 and GPA
A2 in
the figure). Thesee alternative GPAs are ad
dapted as posssible
prod
ducts based onn the interfacinng compatibiliities of the maapped
prod
duct modules iin the GPA.
Figurre 5. EXAMPLE FOR
F
MAPPING SETT OF FUNCTIONS TO MODULES THR
ROUGH
FEATU
URES AND CONFIG
GURATION OF A PR
RODUCT
An
A example for
f the mappinngs to identify
fy product moodules
and then configurre alternative products is presented
p
in Figure
F
5. The
T requested
d functions arre individuallly mapped too find
alterrnative product modules aas shown in upper
u
panel of
o the
figu
ure. Each comb
bination of thee identified prroduct modulees for
the functions is used
u
to evaluaate as possiblee product baseed on
interrfacing compaatibilities. Thuus identified possible
p
alternnative
prod
ducts as Produ
uct 1 (PM22, PPM24, PM25,, PM15), Prodduct 2
(PM
M23, PM24, PM39, PM499), Product 3 (PM11, PM21,
PM3
39, PM53) and
d Product 4 (PPM48, PM31,, PM49, PM588) are
pressented in lower panel of the figure.
This
T
configurration links thhree views (F
Figure 2) thrrough
identified productt modules froom existing GPA.
G
The prooduct
inclu
udes the conneection of prodduct functions (that represennt the
requ
uirements) to pproduct modulles (that repressent the solutiions).
The combinationn of productt module an
nd productioon is
desccribed by addittional characteeristics (featurres) on the prooduct
that
mod
dule for idenntification of optimal combinations
c
repreesents the inteegration of market
m
constraiints in the prooduct
mod
dule itself. Thhe identified product mo
odules are fuurther
refin
ned based on product-prodduction combiinations to fiit the
best possible prodduct and produuction configurration.
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This
T
configurration links thhree views (Figure 2) thrrough
creaation of new product
p
whichh is configureed using idenntified
prod
duct modules for the reqquested functiions. The prooduct
inclu
udes the connection of prodduct functionss (that represennt the
requ
uirements) to product
p
moduules (that repreesent the soluttions)
through features. The identiified alternative products and
prod
duct moduless are furtherr refined baased on prooductprod
duction combiinations to fitt the best possible product and
prod
duction config
guration.
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In the proposed modular product development approach, a
product is considered as composed of a set of modules and
these set of modules are configured to generate a product
structure. Product structure with their defined module features
are used as a key media tool to support information flows
among the product development activities. A module is defined
as a smallest independent entity to address a requirement or a
set of requirements. Company has alternative modules for this
module based on certain feature(s) specific to a market, design
or production strategies. Thus identified set of modules are
configured to generate feasible product structures and then to
identify optimal product for addressing emerging market
requirements, which leads to adapting the existing product
structures and development facilities according to emerging
market characteristics. The potential of the proposed modular
approach has been demonstrated by involving the customer(s)
requirements in the product development and enhancements.
[6]
V. CONCLUSION
Product module concept has been introduced and analyzed
so as to respond to the requirements of adapting productservice design and production in a customer-driven context,
adaptation to customer’s needs in emerging market. Module
features have been defined to help translate the regional
customer requirements to product and product-service structure
design and also connect the product-service design to
production planning as well as other downstream activities.
The modular design approach for the adaptation of European
product to emerging markets has been presented. The approach
is under implementation for structuring the PLM repository
that supports the ProRegio platform.
[10]
[7]
[8]
[9]
[11]
[12]
[13]
[14]
The proposed modular product design approach will be
further investigated as an implementation applied to industrial
use case requirements and also to connect with a knowledge
base system for information exchanges for reasoning and
usages in the development.
[15]
[16]
VI. ACKNOWLEDGEMENT
The presented results were conducted within the project
“ProRegio” entitled “customer-driven design of productservices and production networks to adapt to regional market
requirements”, funding by the European Union’s Horizon 2020
research and innovation program, grant agreement n° 636966.
[17]
[18]
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