【7月23日】北京：Integrating Product Platform Deve

标     题： Integrating Product Platform Development with Global Supply Chain Configuration:  Implications for Mass Customization Capability

报告人：   Nagesh N. Murthy

Abstract:

    We propose an integrative framework and model to investigate the interaction between product platform development decisions, market characteristics, and supply chain issues that can enable a firm to enhance its mass customization capability. Our model considers a multi-stage supply chain that involves decisions for developing and sourcing module variants, and assembling product variants to satisfy customized target segments in the presence of capacity constraints, fixed charge, and supplier quantity discounts. Each target segment specifies threshold module variants needed to configure the desired product variant. Platform development strategy entails taking advantage of downward substitution of higher functionality module variants to identify an optimal subset of threshold module variants (termed as platform variants or product platform) so as to satisfy the target segments while accruing gains form economies of scale and scope that more than offset the incremental cost of offering higher functionality module variants to some segments. We develop measures for the degree of platforming, and analyze problem scenarios comprised of combinations of market characteristics, supply chain configurations, and supplier capabilities. For each problem scenario, we identify the optimal number of module variants along with sourcing and allocation decisions that minimize the sum of development, sourcing, procurement, transportation, and manufacturing cost. Our  scenario analysis offers insights that highlight the variation in the interplay between degree of platforming, market characteristics, supply chain configurations, and supplier capability over the continuum of mass customization.

Biography of Nagesh N. Murthy ：

   Nagesh N. Murthy is an associate professor of operations management in the Department of Decision Sciences at the Lundquist College of Business. He received his Ph.D. and M.A. in business administration, as well as an M.S. in mechanical engineering, from The Ohio State University. His prior work experience includes faculty positions at Michigan State University and the Georgia Institute of Technology. He has also held management positions with Indian Railways and Sundaram Clayton, India Ltd.His research has been supported by major grants from firms, industry consortia, and Government agencies. His field-based research projects have been endorsed by several industry associations such as SAE, SME, EIA, and APICS/ER among others. In addition to publishing in premier refereed journals, he has consulted with several Fortune 100 firms and taught in both general and custom executive education programs. He has also engaged with numerous major firms to offer experiential learning opportunities for students by incorporating plant tours, guest speakers, and real-world problem-solving projects in his operations and supply chain management courses.Since his arrival at the Lundquist College of Business in 2003, he has engaged with senior executives and organized over 125 company sponsored projects in the areas of facility operations, supply chain management, and sustainability using a pool of firms that include Intel, Hewlett-Packard, Tektronix, JELD-WEN, Keen, States Industries, Weyerhaeuser, Monaco Coach, Nike, Columbia Distributing, Myers Container, Parr Lumber, Xerox, PCC Structurals, Shindaiwa, Kettle Foods, YAKIMA, NW Natural, Silver Eagle Manufacturing, Organically Grown Company, Growing Solutions, Invitrogen, and PSC among others.