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Evaluating the Application of Modularity to Reduce Market Risk in Technology Push Products

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Evaluating the Application of Modularity to Reduce Market Risk in Technology Push Products Brigham Young University BYU ScholarsArchive Theses and Dissertations 2007-03-07 Evaluating the Application of Modularity to Reduce Market Risk in Technology Push Products Aaron John Hopkinson Brigham Young University - Provo Follow this and additional works at: https://scholarsarchive.byu.edu/etd Part of the Mechanical Engineering Commons BYU ScholarsArchive Citation Hopkinson, Aaron John, "Evaluating the Application of Modularity to Reduce Market Risk in Technology Push Products" (2007). Theses and Dissertations. 1068. https://scholarsarchive.byu.edu/etd/1068 This Thesis is brought to you for free and open access by BYU ScholarsArchive. It has been accepted for inclusion in Theses and Dissertations by an authorized administrator of BYU ScholarsArchive. For more information, please contact [email protected], [email protected]. EVALUATING THE APPLICATION OF MODULARITY TO REDUCE MARKET RISK IN TECHNOLOGY PUSH PRODUCTS by Aaron John Hopkinson A thesis submitted to the faculty of Brigham Young University in partial fulfillment of the requirements for the degree of Master of Science Department of Mechanical Engineering Brigham Young University April 2007 Copyright © 2007 Aaron John Hopkinson All Rights Reserved BRIGHAM YOUNG UNIVERSITY GRADUATE COMMITTEE APPROVAL of a thesis submitted by Aaron John Hopkinson This thesis has been read by each member of the following graduate committee and by majority vote has been found to be satisfactory. ________________________________ ____________________________________ Date Spencer P. Magleby, Chair ________________________________ ____________________________________ Date Alan R. Parkinson ________________________________ ____________________________________ Date Jordan J. Cox BRIGHAM YOUNG UNIVERSITY As chair of the candidate’s graduate committee, I have read the thesis of Aaron J. Hopkinson in its final form and have found that (1) its format, citations, and bibliographical style are consistent and acceptable and fulfill university and department style requirements; (2) its illustrative materials including figures, tables, and charts are in place; and (3) the final manuscripts are satisfactory to the graduate committee and are ready for submission to the university library. ____________________________ ____________________________________ Date Spencer P. Magleby Chair, Graduate Committee Accepted for the Department ____________________________________ Matthew R. Jones Graduate Coordinator Accepted for the College ____________________________________ Alan R. Parkinson Dean, Ira A. Fulton College of Engineering and Technology ABSTRACT EVALUATING THE APPLICATION OF MODULARITY TO REDUCE MARKET RISK IN TECHNOLOGY PUSH PRODUCTS Aaron J. Hopkinson Department of Mechanical Engineering Master of Science Technology push product development presents a number of challenges over the more typical market pull product development. Despite these challenges, enough advantages exist to motivate firms to develop technology push products at greater risk. Modularity is a tool that can address some of these challenges. Currently most research and application of modularity have focused on market pull product development efforts. The research in this thesis explores the value of modularity in technology push product development through the development of methods and the analysis of 68 example products including 35 technology push products. A method has been developed for quantifying the degree to which a product is market pull and technology push by applying scores derived from customer feedback. In the development of the scoring method, the meaning of the terms market pull and technology push have been explored and clarified allowing for beneficial application. The scoring method was applied to 68 example products and then statistically evaluated to determine the effect that the market pull and technology push scores have on the probability of product success. With the market pull and technology push scores as a basis for the probability of success, the effect of modularity in technology push products can be determined. The concept of technology modularity was introduced in comparison to product modularity. Each of the 35 technology push products was evaluated to determine the level of both product and technology modularity present. These levels are used to statistically evaluate the affect of modularity on the probability of product success. This research presents methods for determining if technology modularity can significantly improve the probability of product success with examples indicating its value and application. Technology modularity, and its application, is validated as an important concept for technology push product developers. Three example products are provided to illustrate the application of this research to improve product development decisions. The methods, results, and conclusions of this research provide product developers with a powerful tool to aid them in the successful development and commercialization of technology push products. ACKNOWLEDGMENTS I would like to thank Dr. Spencer Magleby for his continued guidance during the course of this research and his immeasurable impact on my graduate school experience. His insights and contributions to this work were invaluable along with those of Dr. Jordan Cox and Dr. Alan Parkinson. I would also like to recognize the Ira A. Fulton College of Engineering and Technology and the Marriott School of Management at Brigham Young University for a broadened perspective of both engineering and business through the Product Development Program. Last, but not least, I would like to thank my wife, Tiffany, for her ongoing patience, and my two daughters who have endured with her. Table of Contents Chapter 1 Introduction..........................................................................................................1 1.1. Background..................................................................................................................1 1.1.1. Modularity............................................................................................................1 1.1.2. Technology Push.................................................................................................4 1.1.3. Combining Modularity and Technology Push Product Development .......5 1.2. Thesis Objective .........................................................................................................7 1.3. Thesis Outline.............................................................................................................7 Chapter 2 Literature Review .................................................................................................9 2.1. Technology-Push Product Development ...............................................................9 2.1.1. Classification of Product Development Types...............................................9 2.1.2. Technology-Push Development Processes...................................................11 2.1.3. Technology Push Success Factors..................................................................16 2.2. Design for Modularity..............................................................................................17 2.2.1. Development Processes...................................................................................18 2.2.2. Evaluation and Classification of Modularity.................................................22 2.2.3. Managing Variety ..............................................................................................23 2.2.4. Design for Modularity Methods in Market-Pull Products..........................26 2.3. Modularity in Technology Push Products ............................................................32 2.4. Summary and Conclusions......................................................................................33 Chapter 3 Research Approach............................................................................................35 3.1. The Process ...............................................................................................................35 3.2. Assumptions and Delimitations .............................................................................36 3.3. Evaluating Thesis Results........................................................................................37 3.4. Summary ....................................................................................................................38 Chapter 4 Understanding Technology Push v. Market Pull Products..........................39 4.1. Observations of Market Pull and Technology Push Products ..........................40 4.1.1. Market Pull.........................................................................................................40 vii 4.1.2. Technology Push ..............................................................................................41 4.1.3. Classification Confusion..................................................................................41 4.1.4. A Complete Classification Matrix ..................................................................42 4.2. The Customer’s Perception ....................................................................................44 4.2.1. Technology Push ..............................................................................................44 4.2.2. Market Pull.........................................................................................................46 4.3. The Market
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