0

Full Content is available to subscribers

Subscribe/Learn More  >

Exploring Heterogeneity of Customer Preference to Balance Commonality and Market Coverage

[+] Author Affiliations
Callaway Turner, Scott Ferguson

North Carolina State University, Raleigh, NC

Joseph Donndelinger

General Motors Research and Development Center, Warren, MI

Paper No. DETC2011-48581, pp. 67-79; 13 pages
doi:10.1115/DETC2011-48581
From:
  • ASME 2011 International Design Engineering Technical Conferences and Computers and Information in Engineering Conference
  • Volume 5: 37th Design Automation Conference, Parts A and B
  • Washington, DC, USA, August 28–31, 2011
  • Conference Sponsors: Design Engineering Division and Computers and Information in Engineering Division
  • ISBN: 978-0-7918-5482-2
  • Copyright © 2011 by ASME and General Motors

abstract

Offering increased variety in a market is one method of capturing greater market share. However, we generally observe diminishing marginal returns in share as the size of the product line is increased. Leveraging commonality is a means of offsetting this constraint as it leads to reductions in manufacturing costs and build complexity. Product platforms strive to capitalize on the naturally occurring phenomena that yield commonality in a product line. The structure of design variable values of individually optimized products create opportunities for commonality in a bottom-up platform, while a top-down platform discovers opportunities for commonality through similarity in customer preferences. This paper explores the effect of changing the number of products, and commonality between those products, on market share. Results from designing a varying number of products independently are leveraged to create a bottom-up product platform. A top-down product platform approach based on a heterogeneous discrete choice model and a multiobjective genetic algorithm is presented that allow commonality decisions and product configuration to occur simultaneously. Using the platforming techniques presented in this paper, it is shown that the top-down platforming approach allows for more well-informed platformed design by providing knowledge of the tradeoff between commonality and market share.

Copyright © 2011 by ASME and General Motors

Figures

Tables

Interactive Graphics

Video

Country-Specific Mortality and Growth Failure in Infancy and Yound Children and Association With Material Stature

Use interactive graphics and maps to view and sort country-specific infant and early dhildhood mortality and growth failure data and their association with maternal

NOTE:
Citing articles are presented as examples only. In non-demo SCM6 implementation, integration with CrossRef’s "Cited By" API will populate this tab (http://www.crossref.org/citedby.html).

Some tools below are only available to our subscribers or users with an online account.

Related Content

Customize your page view by dragging and repositioning the boxes below.

Related eBook Content
Topic Collections

Sorry! You do not have access to this content. For assistance or to subscribe, please contact us:

  • TELEPHONE: 1-800-843-2763 (Toll-free in the USA)
  • EMAIL: asmedigitalcollection@asme.org
Sign In