A model-based approach for planning and developing a family of technology-based products

In this paper, we address the product-family design problem of a firm in a market in which customers choose products based on some measure of product performance. By developing products as a family, the firm can reduce the cost of developing individual product variants due to the reuse of a common product platform. Such a platform, designed in an aggregate planning phase that precedes the development of individual product variants, is itself expensive to develop. Hence, its costs must be weighted against the benefits of its reuse in a family. We offer a model for capturing costs of product development when the family consists of variants based on a common platform. It is shown that the model can be converted into a network-optimization problem, and the optimal product-family can be identified under fairly general conditions by determining the shortest path of its network formulation. We also analytically examine the effect of alternative product designs on product-family composition, and discuss the implications of investing in new-product technology. Finally, we illustrate our model and managerial insights with an application from the electronics industry.