haku: @indexterm design management / yhteensä: 234
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| Tekijä: | Lehrer, M. Behnam, M. |
| Otsikko: | Modularity vs. programmability in design of international products: Beyond the standardizationadaptation tradeoff? |
| Lehti: | European Management Journal
2009 : AUG, VOL. 27:4, p. 281-292 |
| Asiasana: | design management innovation international products markets diversity Europe software multinational companies |
| Kieli: | eng |
| Tiivistelmä: | Design innovation is argued to form an important means for multinational corporations (MNCs) to manage the standardization-adaptation (henceforth as: stdt-adpt.) dilemma in product development for international markets. MNCs can accommodate the heterogeneity of different national markets by building functional versatility into products. There are two design principles covered: 1. the familiar design principle of modularity is reviewed along with its bearing on the stdt-adpt. dilemma, 2. the less familiar design principle of programmability is introduced. Presented is a historical case study on enterprise resource planning (ERP) software, showing how one firm (SAP AG) used design innovation to serve internationally heterogeneous markets. The interplay of these two principles is also illustrated. |
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