کد مقاله کد نشریه سال انتشار مقاله انگلیسی نسخه تمام متن
1015187 939722 2009 12 صفحه PDF دانلود رایگان
عنوان انگلیسی مقاله ISI
Modularity vs programmability in design of international products: Beyond the standardization–adaptation tradeoff?
موضوعات مرتبط
علوم انسانی و اجتماعی مدیریت، کسب و کار و حسابداری کسب و کار و مدیریت بین المللی
پیش نمایش صفحه اول مقاله
Modularity vs programmability in design of international products: Beyond the standardization–adaptation tradeoff?
چکیده انگلیسی

SummaryThis paper argues that design innovation constitutes an important means for multinational corporations (MNCs) to manage the standardization–adaptation dilemma in product development for international markets. Through design innovation MNCs can accommodate the heterogeneity of different national markets by building functional versatility into products. Two design principles are covered. First, the familiar design principle of modularity is reviewed along with its bearing on the standardization–adaptation dilemma. Second, the less familiar design principle of programmability is introduced. A historical case study on ERP (enterprise resource planning) software is presented, showing how one firm (SAP AG) used design innovation to serve internationally heterogeneous markets. The study also illustrates the interplay of these two principles; in essence, modularity helps reduce some of the complexity costs that arise from increasing levels of programmability in product design.

ناشر
Database: Elsevier - ScienceDirect (ساینس دایرکت)
Journal: European Management Journal - Volume 27, Issue 4, August 2009, Pages 281–292
نویسندگان
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