Application of dynamic value-attribute modeling in a product family

Withanage, C, Ki Moon, S, Park, T and Truong Ton, H 2013, 'Application of dynamic value-attribute modeling in a product family', in Udo Lindemann, Srinivasan Venkataraman, Yong Se Kim, Sang Won Lee, John Clarkson, Gaetano Cascini (ed.) Proceedings of the 19th International Conference on Engineering Design (ICED13), Seoul, Korea, 19-22 August 2013, pp. 1-10.


Document type: Conference Paper
Collection: Conference Papers

Title Application of dynamic value-attribute modeling in a product family
Author(s) Withanage, C
Ki Moon, S
Park, T
Truong Ton, H
Year 2013
Conference name ICED13
Conference location Seoul, Korea
Conference dates 19-22 August 2013
Proceedings title Proceedings of the 19th International Conference on Engineering Design (ICED13)
Editor(s) Udo Lindemann, Srinivasan Venkataraman, Yong Se Kim, Sang Won Lee, John Clarkson, Gaetano Cascini
Publisher Design Society
Place of publication Scotland
Start page 1
End page 10
Total pages 10
Abstract Product families are used as a solution to cater the needs of diversified user groups, while minimizing the usage of resources. However, today's design decision makers require additional capabilities to manage the uncertainties brought by highly dynamic nature of the technological markets. Therefore, understanding the time varying behavior of preferences, in addition to the preference differences across market segments, has become an essential tool to survive the intense competition. This paper provides a new approach to add time varying behavior of preferences to extend the currently two dimensional market segmentation grids. The newly added time dimension provides more information to the design decision makers, while minimizing uncertainties due to the dynamic market behavior. A precursor case study, using the US light truck market data from 2004-2010 was conducted to assess the dynamic nature of the preferences in the market niches. The case study results provide strong evidences of presence of the time variance preference in market niches. A dynamic preference modeling case study, with an extended set of market segment observations, is proposed as the immediate future work.
Subjects Logistics and Supply Chain Management
Keyword(s) product families
new product development
early design phases
dynamic preference modeling
multivariate analysis
Copyright notice © 2013 The Design Society, unless otherwise stated
ISBN 9781904670445
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