{"status":"ok","message-type":"work","message-version":"1.0.0","message":{"indexed":{"date-parts":[[2026,4,29]],"date-time":"2026-04-29T19:31:26Z","timestamp":1777491086083,"version":"3.51.4"},"reference-count":33,"publisher":"SAGE Publications","issue":"2","license":[{"start":{"date-parts":[[2014,1,7]],"date-time":"2014-01-07T00:00:00Z","timestamp":1389052800000},"content-version":"tdm","delay-in-days":0,"URL":"https:\/\/journals.sagepub.com\/page\/policies\/text-and-data-mining-license"}],"content-domain":{"domain":["journals.sagepub.com"],"crossmark-restriction":true},"short-container-title":["Concurrent Engineering"],"published-print":{"date-parts":[[2014,6]]},"abstract":"<jats:p>Performing modularization of a product family with multiple brands is a complex task that must integrate and balance a wide range of contradicting and ambiguous aspects, such as product performance, customer expectations, supplier alliances, and corporate business strategies. Furthermore, decisions on balancing these aspects that also change with time have to deal with a high degree of uncertainty. No general methodology for modular branding has currently been published. A methodology with that aim is proposed and prototyped in a real but anonymized industrial case. The presented task is to select standard original equipment manufacturer engines for six brands of self-propelled walk-behind lawn mowers. Selection is based on a set of calculated utility scores and known costs. The utility of an engine with a certain performance level and set of features is specific to each brand. This article presents a first step in developing a general methodology for modular branding and the organizational learnings of using the proposed methodology in an industrial setting.<\/jats:p>","DOI":"10.1177\/1063293x13516966","type":"journal-article","created":{"date-parts":[[2014,1,8]],"date-time":"2014-01-08T20:54:36Z","timestamp":1389214476000},"page":"93-105","update-policy":"https:\/\/doi.org\/10.1177\/sage-journals-update-policy","source":"Crossref","is-referenced-by-count":3,"title":["On a methodology for component selection in modular branding: An industrial pilot study"],"prefix":"10.1177","volume":"22","author":[{"given":"Fredrik","family":"Borjesson","sequence":"first","affiliation":[{"name":"Modular Management USA, Inc., Bloomington, MN, USA"}]},{"given":"Robert","family":"Fancher","sequence":"additional","affiliation":[{"name":"University of South Carolina, Columbia, SC, USA"}]},{"given":"Ulf","family":"Sellgren","sequence":"additional","affiliation":[{"name":"KTH Royal Institute of Technology, Department of Machine Design, Stockholm, Sweden"}]}],"member":"179","published-online":{"date-parts":[[2014,1,7]]},"reference":[{"key":"e_1_3_4_2_1","volume-title":"Quality Function Deployment","author":"Akao Y","year":"1990","unstructured":"Akao Y (1990) Quality Function Deployment. Cambridge, MA: Productivity Press."},{"key":"e_1_3_4_3_1","doi-asserted-by":"publisher","DOI":"10.1016\/j.jipe.2005.11.011."},{"key":"e_1_3_4_4_1","unstructured":"Blackenfelt M (2001) Managing complexity by product modularization\u2014balancing the aspects of technology and business during the design process. PhD Thesis Department of Machine Design KTH Royal Institute of Technology Stockholm."},{"key":"e_1_3_4_5_1","doi-asserted-by":"publisher","DOI":"10.1177\/1063293X12468456"},{"key":"e_1_3_4_6_1","doi-asserted-by":"publisher","DOI":"10.1080\/09544820802126511."},{"key":"e_1_3_4_7_1","unstructured":"Erixon G (1998) Modular function deployment\u2014a method for product modularisation. PhD Thesis KTH Royal Institute of Technology Stockholm."},{"key":"e_1_3_4_8_1","doi-asserted-by":"publisher","DOI":"10.1002\/9780470977811"},{"key":"e_1_3_4_9_1","doi-asserted-by":"publisher","DOI":"10.1177\/1063293X05050912."},{"key":"e_1_3_4_10_1","doi-asserted-by":"publisher","DOI":"10.1287\/mksc.1070.0331."},{"key":"e_1_3_4_11_1","first-page":"63","article-title":"The house of quality","author":"Hauser JR","year":"1988","unstructured":"Hauser JR, Clausing D (1988) The house of quality. The Harvard Business Review, May\u2013June, No. 3, pp. 63\u201373.","journal-title":"The Harvard Business Review"},{"key":"e_1_3_4_12_1","volume-title":"Modular product platform design","author":"H\u00f6ltt\u00e4 K","year":"2005","unstructured":"H\u00f6ltt\u00e4 K (2005) Modular product platform design. Doctoral Dissertation, Department of Mechanical Engineering, Machine Design, Helsinki University of Technology, Helsinki."},{"key":"e_1_3_4_13_1","doi-asserted-by":"publisher","DOI":"10.1080\/09544828.2012.701728."},{"key":"e_1_3_4_14_1","doi-asserted-by":"publisher","DOI":"10.1017\/CBO9781139174084"},{"key":"e_1_3_4_15_1","doi-asserted-by":"publisher","DOI":"10.1016\/S0377-2217(99)00271-4"},{"key":"e_1_3_4_16_1","doi-asserted-by":"publisher","DOI":"10.1080\/00207543.2010.544337"},{"key":"e_1_3_4_17_1","first-page":"307","volume-title":"Transactions from a second symposium on quality function deployment","author":"Lyman D","year":"1990","unstructured":"Lyman D (1990) Deployment normalization. In: Transactions from a second symposium on quality function deployment, Novi, Michigan, 18\u201319 June 1990, pp. 307\u2013315. Northville, MI: American Society for Quality Control, American Supplier Institute, GAOL\/QPC. Automotive Division-ASQC."},{"key":"e_1_3_4_18_1","first-page":"203","volume-title":"Proceedings of international design conference\u2014design 2002","author":"Malmqvist J","year":"2002","unstructured":"Malmqvist J (2002) A classification of matrix-based methods for product modeling. In: Proceedings of international design conference\u2014design 2002, Dubrovnik, 14\u201317 May, paper no. 214, pp. 203\u2013210. Somerset, UK: The Design Society."},{"key":"e_1_3_4_19_1","doi-asserted-by":"publisher","DOI":"10.1080\/00036840010015769"},{"key":"e_1_3_4_20_1","doi-asserted-by":"publisher","DOI":"10.1115\/DETC2012-71176"},{"key":"e_1_3_4_21_1","doi-asserted-by":"publisher","DOI":"10.1016\/0169-8141(94)00052-5."},{"key":"e_1_3_4_22_1","doi-asserted-by":"publisher","DOI":"10.1177\/1063293X05053796."},{"key":"e_1_3_4_23_1","unstructured":"Power JD (2009) 2009Syndicated walk-behind lawn mower customer satisfaction survey. J.D. Power Associates The McGraw-Hill Companies Inc. Available at: http:\/\/www.jdpower.com\/"},{"key":"e_1_3_4_24_1","unstructured":"Sanchez R (1991) Strategic flexibility real options and product-based strategy. PhD Dissertation Massachusetts Institute of Technology. Available at: http:\/\/hdl.handle.net\/1721.1\/13205"},{"key":"e_1_3_4_25_1","volume-title":"Proceedings of international conference on engineering design (ICED\u201905)","author":"Sellgren U","year":"2005","unstructured":"Sellgren U, Andersson S (2005) The concept of functional surfaces as carriers of interactive properties. In: Proceedings of international conference on engineering design (ICED\u201905), Melbourne, VIC, Australia, 15\u201318 August."},{"key":"e_1_3_4_26_1","first-page":"123","volume-title":"Proceedings of the 17th international conference on engineering design (ICED \u201909)","volume":"6","author":"Short TD","year":"2009","unstructured":"Short TD, Garside J, Appleton E, . (2009) Matching the voice of the engineer to the voice of the customer: an evolution of QFD. In: Proceedings of the 17th international conference on engineering design (ICED \u201909), vol. 6, Stanford, CA, 24\u201327 August, pp. 123\u2013134. Somerset, UK: The Design Society."},{"key":"e_1_3_4_27_1","doi-asserted-by":"publisher","DOI":"10.1007\/s00163-011-0119-4."},{"key":"e_1_3_4_28_1","doi-asserted-by":"publisher","DOI":"10.1108\/02634500510603465"},{"key":"e_1_3_4_29_1","doi-asserted-by":"publisher","DOI":"10.1109\/TEM.1981.6448589"},{"key":"e_1_3_4_30_1","volume-title":"ASME design engineering technical conferences","author":"Stone RB T","year":"1998","unstructured":"Stone RB T, Wood KL, Crawford RH (1998) A heuristic method to identify modules from a functional description of a product. In: ASME design engineering technical conferences, Atlanta, GA, 13\u201316 September, DTM-5642."},{"key":"e_1_3_4_31_1","volume-title":"Proceedings of DETC: ASME design engineering technical conferences","author":"Sudjianto A","year":"2001","unstructured":"Sudjianto A, Otto N (2001) Modularization to support multiple brand platforms. In: Proceedings of DETC: ASME design engineering technical conferences, Pittsburgh, PA, 9\u201312 September, DETC2001\/DTM-21695."},{"key":"e_1_3_4_32_1","doi-asserted-by":"publisher","DOI":"10.1177\/1063293X12442411."},{"key":"e_1_3_4_33_1","doi-asserted-by":"publisher","DOI":"10.1016\/0048-7333(94)00775-3."},{"key":"e_1_3_4_34_1","volume-title":"Proceedings of the 1999 ASME design engineering technical conferences","author":"Zamirowski EJ","year":"1999","unstructured":"Zamirowski EJ, Otto KN (1999) Identifying product portfolio architecture modularity using function and variety heuristics. In: Proceedings of the 1999 ASME design engineering technical conferences, Las Vegas, NV, 12\u201315 September 1999, DETC99\/DTM-8760."}],"container-title":["Concurrent Engineering"],"original-title":[],"language":"en","link":[{"URL":"https:\/\/journals.sagepub.com\/doi\/pdf\/10.1177\/1063293X13516966","content-type":"application\/pdf","content-version":"vor","intended-application":"text-mining"},{"URL":"https:\/\/journals.sagepub.com\/doi\/full-xml\/10.1177\/1063293X13516966","content-type":"application\/xml","content-version":"vor","intended-application":"text-mining"},{"URL":"https:\/\/journals.sagepub.com\/doi\/pdf\/10.1177\/1063293X13516966","content-type":"unspecified","content-version":"vor","intended-application":"similarity-checking"}],"deposited":{"date-parts":[[2026,4,28]],"date-time":"2026-04-28T14:48:44Z","timestamp":1777387724000},"score":1,"resource":{"primary":{"URL":"https:\/\/journals.sagepub.com\/doi\/10.1177\/1063293X13516966"}},"subtitle":[],"short-title":[],"issued":{"date-parts":[[2014,1,7]]},"references-count":33,"journal-issue":{"issue":"2","published-print":{"date-parts":[[2014,6]]}},"alternative-id":["10.1177\/1063293X13516966"],"URL":"https:\/\/doi.org\/10.1177\/1063293x13516966","relation":{},"ISSN":["1063-293X","1531-2003"],"issn-type":[{"value":"1063-293X","type":"print"},{"value":"1531-2003","type":"electronic"}],"subject":[],"published":{"date-parts":[[2014,1,7]]}}}