Exploring the concept of multiple product development via an action research project

Abstract

Due to external challenges necessitating high degrees of innovation and customization without sacrificing cost and quality, many industrial firms need to transform their entire approach to product development. Traditionally, industrial firms have adopted a singular approach to product development based on theories that deal with the development of individual products, individual projects and their management, individual designers and developers, and so on. However, in order to mass‐customize products and services – while at the same time standardizing and streamlining a product platform internally – it is necessary to transform product development theory and praxis towards a perception called multiple product development. The main contributions of the paper will be a discussion of this concept and a case study on how an industrial company has begun the transformation towards multiple product development.