{"status":"ok","message-type":"work","message-version":"1.0.0","message":{"indexed":{"date-parts":[[2026,4,29]],"date-time":"2026-04-29T19:28:54Z","timestamp":1777490934783,"version":"3.51.4"},"reference-count":23,"publisher":"SAGE Publications","issue":"1","license":[{"start":{"date-parts":[[2010,1,28]],"date-time":"2010-01-28T00:00:00Z","timestamp":1264636800000},"content-version":"tdm","delay-in-days":0,"URL":"https:\/\/journals.sagepub.com\/page\/policies\/text-and-data-mining-license"}],"content-domain":{"domain":[],"crossmark-restriction":false},"short-container-title":["Concurrent Engineering"],"published-print":{"date-parts":[[2010,3]]},"abstract":"<jats:p>In the field of product modular design, it is desirable to have a methodology leading to a dynamic product design responding to the changing market. In this article, an option-pricing method is proposed for the module introduction decision making. At each stage of the module introduction processes, the decision maker can decide to add, reject and merge modules to form different kinds of configurations. The proposed approach is demonstrated through the design of mobile phones. The results indicate that the proposed decision models can effectively respond to the customer demands and bring greater net present value for companies.<\/jats:p>","DOI":"10.1177\/1063293x09359552","type":"journal-article","created":{"date-parts":[[2010,1,28]],"date-time":"2010-01-28T20:46:51Z","timestamp":1264711611000},"page":"31-39","source":"Crossref","is-referenced-by-count":7,"title":["Optimal Decisions in Product Modularity Design Using Real Option Approach"],"prefix":"10.1177","volume":"18","author":[{"family":"Ming Dong","sequence":"first","affiliation":[{"name":"Antai College of Economics & Management, Shanghai Jiao Tong University, 535 Fahua Zhen Road, Shanghai, 200052, P. R. China,"}],"role":[{"role":"author","vocabulary":"crossref"}]},{"family":"Dong Yang","sequence":"additional","affiliation":[{"name":"School of Business and Management, Donghua University, Shanghai, 200051, P. R. China"}],"role":[{"role":"author","vocabulary":"crossref"}]},{"family":"Yile Wang","sequence":"additional","affiliation":[{"name":"Antai College of Economics & Management, Shanghai Jiao Tong University, 535 Fahua Zhen Road, Shanghai, 200052, P. R. China"}],"role":[{"role":"author","vocabulary":"crossref"}]}],"member":"179","published-online":{"date-parts":[[2010,1,28]]},"reference":[{"key":"atypb1","volume-title":"The Second Engineering Systems Symposium","author":"de Neufville, R."},{"key":"atypb2","doi-asserted-by":"publisher","DOI":"10.1007\/s00163-003-0031-7"},{"key":"atypb3","volume-title":"Platforms and Real Options in Large-Scale Engineering Systems","author":"Kalligeros, K.","year":"2006"},{"key":"atypb4","volume-title":"Proceedings of 2005 ASME International Mechanical Engineering Congress and Exposition","author":"Yang, T.G."},{"key":"atypb5","volume-title":"Flexible Product Platforms","author":"Suh, E.S.","year":"2005"},{"key":"atypb6","doi-asserted-by":"publisher","DOI":"10.1007\/s001630050024"},{"key":"atypb7","doi-asserted-by":"publisher","DOI":"10.1007\/BF01588087"},{"key":"atypb8","doi-asserted-by":"publisher","DOI":"10.7551\/mitpress\/2366.001.0001"},{"key":"atypb9","volume-title":"Series: Integrated Series in Information Systems","author":"Blecker, T."},{"key":"atypb10","doi-asserted-by":"publisher","DOI":"10.1111\/j.00117315.2004.02663.x"},{"key":"atypb11","volume-title":"Options, Futures, and Other Derivative Securities","author":"Hull, J.","year":"2002"},{"key":"atypb12","volume-title":"Combining product line engineering with options thinking","author":"Geppert, B.","year":"2001"},{"key":"atypb13","doi-asserted-by":"publisher","DOI":"10.2514\/1.6346"},{"key":"atypb14","volume-title":"The Power of Product Platforms, Building Value and Cost Leadership","author":"Meyer, M.","year":"1997"},{"issue":"1","key":"atypb15","first-page":"3","volume":"18","author":"Simpson, T.","year":"2004","journal-title":"Analysis and Manufacturing"},{"key":"atypb16","volume-title":"Proceedings of ASME 2004 Design Engineering and Technical Conference and Computers and Information in Engineering Conferences","author":"Kurtadikar, R.M."},{"key":"atypb17","doi-asserted-by":"publisher","DOI":"10.1016\/j.ijpe.2008.02.015"},{"key":"atypb18","doi-asserted-by":"publisher","DOI":"10.1007\/s00170-005-0020-2"},{"key":"atypb19","doi-asserted-by":"publisher","DOI":"10.1177\/1063293X07079320"},{"key":"atypb20","doi-asserted-by":"publisher","DOI":"10.1111\/j.1559-3584.2007.00070.x"},{"key":"atypb21","doi-asserted-by":"crossref","unstructured":"Holtta-Otto, K. and Otto, K. (2005). Platform Concept Evaluation , In: Simpson, T.W., Siddique, Z. and Jiao, R. (eds.), Product Platform and Product Family Design: Methods and Applications, pp. 49-72, New York, Springer .","DOI":"10.1007\/0-387-29197-0_4"},{"key":"atypb22","doi-asserted-by":"publisher","DOI":"10.1177\/1063293X07079326"},{"key":"atypb23","doi-asserted-by":"publisher","DOI":"10.1177\/1063293X08096178"}],"container-title":["Concurrent Engineering"],"original-title":[],"language":"en","link":[{"URL":"https:\/\/journals.sagepub.com\/doi\/pdf\/10.1177\/1063293X09359552","content-type":"application\/pdf","content-version":"vor","intended-application":"text-mining"},{"URL":"https:\/\/journals.sagepub.com\/doi\/pdf\/10.1177\/1063293X09359552","content-type":"unspecified","content-version":"vor","intended-application":"similarity-checking"}],"deposited":{"date-parts":[[2026,4,28]],"date-time":"2026-04-28T14:48:22Z","timestamp":1777387702000},"score":1,"resource":{"primary":{"URL":"https:\/\/journals.sagepub.com\/doi\/10.1177\/1063293X09359552"}},"subtitle":[],"short-title":[],"issued":{"date-parts":[[2010,1,28]]},"references-count":23,"journal-issue":{"issue":"1","published-print":{"date-parts":[[2010,3]]}},"alternative-id":["10.1177\/1063293X09359552"],"URL":"https:\/\/doi.org\/10.1177\/1063293x09359552","relation":{},"ISSN":["1063-293X","1531-2003"],"issn-type":[{"value":"1063-293X","type":"print"},{"value":"1531-2003","type":"electronic"}],"subject":[],"published":{"date-parts":[[2010,1,28]]}}}