Name: Prasad Aswale

Roll No. : 61 (PGDIE)

1. Product architecture assessment: a tool to link product, process, and supply chain
design decisions
In this paper; it discusses about a multidimensional framework that enables comprehensive
product architecture assessment. Considering todays market situation, where the product
lifecycles have drastically been reduced; the concept of 3D-CE (3-Dimensional Concurrent
engineering) is being used which is based on component commonality, product platforms, and
product modularity. The paper also discusses about examples where this framework can be used
to focus on operational strategy decisions like product design, architecture and dimensions; or to
address limitations and advantages of an operational strategy for given specifications or to
develop dynamic capabilities such as planning effective productoperation strategy
combinations.
The paper describes product architecture as a comprehensive description of a bundle of product
characteristics, including number and type of components, and number and type of interfaces
between those components, and, as such, represents the fundamental structure of the product.
Decisions in product development are generally in 3 domains: Product, Process and Supply
Chain.
To analyze the effect that individual product architecture characteristics exert on different
decisions across the domains; different models have been developed and the author categorizes
them into: Mathematical, Conceptual, Engineering Models.
The Product Architecture assessment at an operational level can be done on attributes like
product function, product components, function-component allocation (FCA) scheme
[Dimension 1]; or interface characteristics like interface type, interface reversibility or interface
standardization [Dimension 2]
Managers can apply the product architecture framework in three ways. First, they can use it as a
guideline to focus on design decisions critical for the product and company under consideration.
For a planned product and operation strategy, it can help to identify those architectural
characteristics that need to be focused on during early product design to best serve that strategy.
The second way in which the product architecture framework can help constitutes the reverse
situation. It can help to explore the advantages and limitations of various operational strategies
for given product architectures. Third, the framework can help to improve a companys strategy

planning capabilities over time. Using the framework in one or both of the ways described above
will help to develop a deeper understanding about the ways in which product architecture choices
are linked to many decisions across the domains of product, process and supply chain. With help
of scenarios the possibilities and limits of different product architectures could be explored.
2. The role of product architecture in the manufacturing firm - Karl Ulrich
Product architecture is defined as: 1) the arrangement of functional elements; 2) the mapping
from functional elements to physical components; 3) the specification of the interfaces among
interacting physical components.
Product architecture typology might be: 1) Modular (one-to-one mapping from functional
elements to physical components) or 2) Integral (non one-to-one complex mapping). In the
modular architecture, two physical components are always coupled by interface coupling. Also
the modular architecture is sub-divided into three: slot, bus and sectional.
Product change types: change to a particular artifact over its lifecycle and change to a product
line or model over successive generations.
Product architecture and component flexibility dictates the economics of product
Component standardization has implications for the manufacturing firm in the areas
product performance and product development. Local performance characteristics
optimized through a modular architecture, but global performance characteristics can
optimized through an integral architecture.

variety.
of cost,
can be
only be

Phases of Product development process: 1) Concept development 2) System-level design

Detailed design 4) Product testing and refinement.

3)

3. Product Development Decisions: A Review of the Literature

In this research paper author has explained various decisions that are involved in developing the
product. He defines product development as the transformation of a market opportunity and a set
of assumptions about product technology into a product available for sale.
Author says that there are at least four common perspectives in the design and development
research community: marketing, organizations, engineering design, and operations management.
These perspectives often differs in the level of abstraction. Different organizations may use
different methods and choices, but decisions the decisions are made with a collection of issues
such as the product concept, architecture, conguration, procurement and distribution
arrangements, project schedule, etc.
With the excessive research, the author has identified about 30 major decision which are made
within the product development decision. This decisions are further divided into four categories:
concept development, supply-chain design, product design, and production ramp-up and launch.
Concept development involves representation of a product as a vector of attributes (e.g., speed,
price, reliability, capacity). This attributes refer to both customer needs & product specications.
Supply-chain design includes the decisions like supplier selection as well as production and
distribution system design issues. Product design refer to the detailed design phase, which

constitutes the specication of design parameters, the determination of precedence relations in

the assembly, and the detail design of the components (including material and process selection).
The rm must decide the degree to which test marketing should be done, and the sequence in
which products are introduced in different markets.
Decisions in Setting up a Development Project
Individual development project takes into consideration the decisions relating to product strategy
and planning, product development organization, and project management.
Product Strategy and Planning Product strategy and planning involve decisions about the rms
target market, product mix, project prioritization, resource allocation, and technology selection.
Product development organization means the social system and environment in which a rms
design and development work is carried out and decisions include team stafng, incentives and
reward systems, metrics for monitoring performance, and investments in productivity-enhancing
tools and processes for product development. In managing a development project, decisions are
made about the relative priority of development objectives, the planned timing and sequence of
development activities, the major project milestones and prototypes, mechanisms for
coordination among team members, and means of monitoring and controlling the project. One
approach to framing integrated research in product development is to consider clusters of
decisions that are highly interdependent
4. The Stage-Gate Idea-to-Launch ProcessUpdate, Whats New, and NexGen Systems Robert G. Cooper
A Stage-Gate process is a conceptual and operational map for moving new product projects from
idea to launch and beyonda blueprint for managing the new product development (NPD)
process to improve effectiveness and efficiency. The innovation process can be visualized as a
series of stages, with each stage composed of a set of required or recommended best-practice
activities needed to progress the project to the next gate or decision point.
Details about stages:
1
2
3
4

Each stage is designed to gather information to reduce key project uncertainties and risks
Each stage costs more than the preceding one
Activities within stages are undertaken in parallel and by a cross-functional team
Each stage is cross-functional

Lots of myths were discussed about the stage gate process and a clear concise picture of what it
is really has been drawn. It is not a linear system. Gates are the go/kill switch which should
always have teeth. As per the risk, complexity and cost associated with a project, the stage gate
was morphed to suit the business needs (Eg; Stage Gate Xpress, Stage Gate Lite). Modern stage
gate has advanced and evolved a lot.