improvements in the new product being designed. However, it also creates significant inter-organizational integration diseconomies …-firm modularity and product-process-supply chain design as well as practice …

paper, I argue that the creation of product brands via industrial design and product modularity is important for SMEs in the …

of "Design Rules" advanced by Baldwin and Clark. We then propose a broader conceptualization called "Modularity Design … undertaken to implement successful modular development projects. We elaborate the critical role that the proposed Modularity … evidence in support of the proposed Modularity Design Rules through a case study of the Renault-Nissan Alliance's successful …