PRODUCT PLATFORM AND PRODUCT FAMILY DESIGN

PRODUCT PLATFORM AND PRODUCT FAMILY DESIGN

PRODUCT PLATFORM AND PRODUCT FAMILY DESIGN Methods and Applications Edited by Timothy W. Simpson 1, Zahed Siddique 2, and Jianxin (Roger) Jiao 3 1 The Pennsylvania State University, University Park, Pennsylvania; 2 The University of Oklahoma, Norman, Oklahoma; 3 Nanyang Technological University, Singapore Springer

Timothy W. Simpson The Pennsylvania State University 329 Leonhard Building University Park, PA 16802 U.S.A. Zahed Siddique School of Aerospace and Mechanical Engineering University of Oklahoma 865 ASP Avenue Norman, OK 73019 U.S.A. Jianxin (Roger) Jiao School of Mechanical and Aeropace Engineering Nanyang Technology University Nanyang Avenue 50 Singapore 639798 Product Platform and Product Family Design Library of Congress Control Number: 2005932994 ISBN-10: 0-387-25721-7 e-isbn-10: 0-387-29197-0 ISBN-13: 9780387257211 e-isbn-13: 9780387291970 Printed on acid-free paper. 2006 Springer Science+Business Media, LLC. All rights reserved. This work may not be translated or copied in whole or in part without the written permission of the publisher (Springer Science+Business Media, LLC, 233 Spring Street, New York, NY 10013, USA), except for brief excerpts in connection with reviews or scholarly analysis. Use in connection with any form of information storage and retrieval, electronic adaptation, computer software, or by similar or dissimilar methodology now known or hereafter developed is forbidden. The use in this publication of trade names, trademarks, service marks and similar terms, even if they are not identified as such, is not to be taken as an expression of opinion as to whether or not they are subject to proprietary rights. Printed in the United States of America. 9 8 7 6 5 4 3 2 springer.com

Contents Contributing Authors Preface Acknowledgments ix xiii xv Platform-Based Product Family Development 1 TIMOTHY W. SIMPSON, ZAHED SIDDIQUE, AND JIANXIN (ROGER) JIAO PART I: Front-End Issues Related to Platform-Based Product Family Development 17 Effective Product Platform Planning in the Front End 19 DANIEL BOWMAN Platform-Driven Development of Product Families 27 JOHANNES I. M. HALMAN, ADRIAN P. HOFER, AND WIM VAN VUUREN Platform Concept Evaluation 49 KATJA HOLTTA-OTTO AND KEVIN OTTO Platform Leveraging Strategies and Market Segmentation 73 TUCKER J. MARION AND TIMOTHY W. SIMPSON Product Family Positioning JIANXIN (ROGER) JIAO AND YIYANG ZHANG 91

VI Contents Commonality Indices for Assessing Product Families 107 HENRI J. THEVENOT AND TIMOTHY W. SIMPSON PART II: Optimization Methods to Support Platform-Based Product Family Development 131 Methods for Optimizing Product Platforms and Product Families 133 TIMOTHY W. SIMPSON Commonality Decisions in Product Family Design 157 RYAN FELLINI, MICHAEL KOKKOLARAS, AND PANOS Y. PAPALAMBROS Product Variety Optimization 186 KIKUO FUJITA Analytical Target Cascading in Product Family Design 225 MICHAEL KOKKOLARAS, RYAN FELLINI, HARRISON M. KIM, AND PANOS Y. PAPALAMBROS Determining Product Platform Extent 241 OLIVIER L. DE WECK PART III: Back-End Issues Related to Platform-Based Product Family Development 303 A Roadmap For Product Architecture Costing 305 SEBASTIAN K. FIXSON An Activity-Based Costing Method for Product Family Design 335 JAEIL PARK AND TIMOTHY W. SIMPSON Product Family Redesign Using a Platform Approach 359 ZAHED SIDDIQUE Process Platform and Production Configuration for Product Families 377 JIANXIN (ROGER) JIAO, LIANFENG ZHANG, AND SHALIGRAM POKHAREL Measuring Shape Commonality 403 ZAHED SIDDIQUE AND MANOJKUMAR NATARAJAN Process Parameter Platform Design to Manage Workstation Capacity 421 CHRISTOPHER B. WILLIAMS, JANET K. ALLEN, DAVID. W. ROSEN, AND FARROKH MlSTREE

Contents vn PART IV: Applications of Platform-Based Product Family Development 457 Ice Scraper Product Family Development at Innovation Factory 459 STEVEN B. SHOOTER Architecting and Implementing Profitable Product Families and Shared Engineering Platforms 475 SRINIVAS NIDAMARTHI AND HARSHAVARDHAN KARANDIKAR A Case Study of the Product Design Generator 499 GREGORY M. ROACH AND JORDAN J. Cox Product Platform Management Practice at Cetetherm 513 TOBIAS HOLMQVIST, MAGNUS PERSSON, AND KARIN ULLER References 529 Index 545

Contributing Authors Janet K. Allen The Georgia Institute of Technology, Atlanta, Georgia Daniel Bowman Pittiglio, Rabin, Todd & McGrath (PRTM), Waltham, Massachusetts Jordan J. Cox Brigham Young University, Provo, Utah Olivier L. de Week Massachusetts Institute of Technology, Cambridge, Massachusetts Ryan Fellini The University of Michigan, Ann Arbor, Michigan Sebastian Fixson The University of Michigan, Ann Arbor, Michigan Kikuo Fujita Osaka University, Osaka, Japan Johannes I. M. Halman University of Twente, The Netherlands Adrian P. Hofer Hofer & Partner, Wollerau, Switzerland

X Contributing Authors Tobias Holmqvist Chalmers University of Technology, Goteburg, Sweden Katja Holtta-Otto MIT Center for Innovation in Product Development, Cambridge, Massachusetts and Helsinki University of Technology, Espoo, Finland Jianxin (Roger) Jiao Nanyang Technological University, Singapore Harshavardhan Karandikar ABB Corporate Research Center, Ladenburg, Germany Harrison M. Kim University of Illinois Urbana-Champaign, Urbana, Illinois Michael Kokkolaras The University of Michigan, Ann Arbor, Michigan Tucker M. Marion The Pennsylvania State University, University Park, Pennsylvania Farrokh Mistree The Georgia Institute of Technology, Atlanta, Georgia Manojkumar Natarajan University of Oklahoma, Norman, Oklahoma Srinivas Nidamarthi ABB Corporate Research Center, Ladenburg, Germany Kevin Otto Robust Systems and Strategy, LLC, Watertown, Massachusetts Panos Y. Papalambros The University of Michigan, Ann Arbor, Michigan Jaeil Park The Pennsylvania State University, University Park, Pennsylvania Magnus Persson Chalmers University of Technology, Goteburg, Sweden

Contributing Authors Shaligram Pokharel Nanyang Technological University, Singapore Gregory M. Roach Brigham Young University Idaho, Rexburg, Idaho David W. Rosen The Georgia Institute of Technology, Atlanta, Georgia Steven B. Shooter Bucknell University, Lewisburg, Pennsylvania Zahed Siddique University of Oklahoma, Norman, Oklahoma Timothy W. Simpson The Pennsylvania State University, University Park, Pennsylvania Henri J. Thevenot The Pennsylvania State University, University Park, Pennsylvania Karin Uller Infotiv, Goteburg, Sweden Wim van Vuuren KPMG Advisory Services, Malta Christopher B. Williams The Georgia Institute of Technology, Atlanta, Georgia Lianfeng Zhang Nanyang Technological University, Singapore Yiyang Zhang Nanyang Technological University, Singapore

Preface To compete in today's global marketplace, many companies are utilizing product families to increase variety, improve customer satisfaction, shorten lead-times, and reduce costs. The key to a successful product family is the platform from which it is derived. In the past decade, there has been a flurry of activity to develop methods and tools to facilitate platform-based product family development, and this book showcases the efforts of more than thirty experts in academia and industry who are working to bridge the gap between (i) planning and managing families of products and (ii) designing and manufacturing them. Front-end issues related to platform-driven product development, platform planning, platform selection and evaluation, platform leveraging, and product family positioning are discussed along with methods for optimizing product platforms and product families. Back-end issues related to the realization of product families, including techniques for estimating production costs, planning process platforms, and commonalizing shapes to facilitate manufacturing are also presented. Industrial applications are also included to demonstrate how platform-based product development can impact product definition, product design, and process design.

Acknowledgments This book would not have been possible were it not for the individual authors who contributed to this book we would like to thank them for their patience and hard work. We are also indebted to the external reviewers and many authors who helped us review chapters to ensure a consistent and high level of quality. We would also like to thank the anonymous reviewers who supported our book proposal, making this whole endeavor possible. Finally, a special thanks is extended to Mrs. Erin Peterson in the Department of Mechanical & Nuclear Engineering at The Pennsylvania State University for her editorial assistance on many of these chapters. Dr. Simpson wishes to acknowledge the National Science Foundation for supporting his time and effort under CAREER Grant No. DMI-0133923 and ITR Grant No. 113-0325402. Any opinions, findings, and conclusions or recommendations presented in this book are those of the editors and individual authors and do not necessarily reflect the views of the National Science Foundation. Dr. Siddique would like to acknowledge the School of Aerospace and Mechanical Engineering at University of Oklahoma for supporting his time and effort. Dr. Jiao would like to acknowledge the School of Mechanical and Aerospace Engineering at Nanyang Technological University, Singapore for supporting his time and effort. He also extends his gratitude to support from the Singapore NTU-Gintic Collaborative Research Scheme under U01-A-130B.