platforms as vehicles for innovation
DESCRIPTION
Presentation at the International Conference on Global Innovation in Construction 16 Sep 2009TRANSCRIPT
16’th September 2009 1 DTU Management Engineering
Frankfurt/M. Munich
Berlin Hamburg
The German platform
PLATFORMS AS VEHICLES FOR SYSTEMIC INNOVATION IN CONSTRUCTION - LEARNING POINTS FROM A SUCCESSFUL IMPLEMENTATION OF A PLATFORM FOR HOUSE BUILDING IN GERMANY Christian Thuesen, Post Doc, [email protected] Lars Hvam, Professor
16’th September 2009 3 DTU Management Engineering
Theory: What is mass customization
“…producing goods and services to meet individual customer's needs with near mass production efficiency". Tseng and Jiao (2001, p. 685)
Cos
ts /
will
ingn
ess
to p
ay
Diversity in range of products
Unit cost
Customer value
Margin ?
Mass production Mass customization Individual customization
16’th September 2009 4 DTU Management Engineering
Optimization of the cost value-ratio
Willingness to pay / Costs
Diversity in range of products
Unit cost
Customer value
Margin ? Outer walls
Inner walls
Stairs
Floors Windows and doors
Roof
Different “designs” High std. quality
Carefully controlled variation
Continuous and systematic involvement of the user
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Different markets – the same platform
The technical platform
60% 90% 100% Apartments Row houses Holiday immobiles
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The platform – a platform for growth Apartments Single family houses Holiday immobiles
High end product
Mid-range product
Low end product
Row houses
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Platform development through incremental innovation
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Conclusion • Working with platforms is no rocket science,
substantial benefits can be achieved by using existing construction practices and tools
• No fancy IT-systems are needed for the implementation of platforms. The platform can be situated within a combination of well defined skills and organizational culture.
• Implementation of platforms requires a strong commitment and loyalty from the whole organization
• Important to have a specific customer focus (target costing)
• Platforms require incremental and systematic innovation with a clear separation between the continuous development of and the production based on the platform.
16’th September 2009 9 DTU Management Engineering
Frankfurt/M. Munich
Berlin Hamburg
Questions and comments?