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Market-Based Strategic Platform Design for a Product Family Using a Bayesian Game

In: Handbook of Research in Mass Customization and Personalization (In 2 Volumes)

Author

Listed:
  • Seung Ki Moon

    (Department of Industrial & Manufacturing Engineering, The Pennsylvania State University, USA)

  • Timothy W. Simpson

    (Department of Industrial & Manufacturing Engineering, The Pennsylvania State University, USA)

  • Soundar R. T. Kumara

    (Department of Industrial & Manufacturing Engineering, The Pennsylvania State University, USA)

Abstract
The objective of this chapter is to propose a methodology for strategic platform design in a product family using concepts from game theory to model the situations of uncertain market environments. We identify module-based platform design for a product family and consider a module selection problem as a strategic game with incomplete information. In particular, a Bayesian game is employed to model uncertainty situations regarding market environments. The proposed Bayesian game is used to decide strategic equilibrium solutions for selecting modules in the product family being designed. To demonstrate implementation of the proposed Bayesian game, we use a case study involving a family of power tools.

Suggested Citation

  • Seung Ki Moon & Timothy W. Simpson & Soundar R. T. Kumara, 2009. "Market-Based Strategic Platform Design for a Product Family Using a Bayesian Game," World Scientific Book Chapters, in: Frank T Piller & Mitchell M Tseng (ed.), Handbook of Research in Mass Customization and Personalization (In 2 Volumes), chapter 18, pages 338-356, World Scientific Publishing Co. Pte. Ltd..
    • Handle: RePEc:wsi:wschap:9789814280280_0018
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