Market-Based Strategic Platform Design for a Product Family Using a Bayesian Game

Seung Ki Moon, Timothy W. Simpson and Soundar R. T. Kumara
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Seung Ki Moon: Department of Industrial & Manufacturing Engineering, The Pennsylvania State University, USA
Timothy W. Simpson: Department of Industrial & Manufacturing Engineering, The Pennsylvania State University, USA
Soundar R. T. Kumara: Department of Industrial & Manufacturing Engineering, The Pennsylvania State University, USA

Chapter 18 in Handbook of Research in Mass Customization and Personalization:(In 2 Volumes), 2009, pp 338-356 from World Scientific Publishing Co. Pte. Ltd.

Abstract: AbstractThe objective of this chapter is to propose a methodology for strategic platform design in a product family using concepts from game theory to model the situations of uncertain market environments. We identify module-based platform design for a product family and consider a module selection problem as a strategic game with incomplete information. In particular, a Bayesian game is employed to model uncertainty situations regarding market environments. The proposed Bayesian game is used to decide strategic equilibrium solutions for selecting modules in the product family being designed. To demonstrate implementation of the proposed Bayesian game, we use a case study involving a family of power tools.

Keywords: Mass Customization; Personalization; Engineer-to-Order; Open Innovation; User Co-Creation; Modularity; Platform Design; Customer Centricity (search for similar items in EconPapers)
Date: 2009
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