Parallel and sequential development of complex platform-based product families

Development of a platform-based product family leverages cross-program synergies to realize improvements in product family cost, lead time and, in some cases, risk in comparison to the alternative of multiple, independently developed products. While platforms are increasingly prevalent in industry and are also a topic of academic research, the penalties and benefits of platforming have not been adequately described. The timing of new product model development is a critical factor in understanding the benefits and penalties in comparison to independent product development. This paper examines the impacts of timing by recognizing two development modes: parallel and sequential. The benefits and penalties of product platforms are discussed in the context of each mode, highlighting the differences that can lead to seemingly conflicting statements about the relative benefits of platforms. The framework and resulting benefits and penalties clarification is intended to provide managerial insights into product family decision making.