Service modularity: application in a telecommunications company

Authors

  • Marina Battistella Luna Universidade Federal de Santa Catarina - UFSC
  • Diego Fettermann Universidade Federal de Santa Catarina - UFSC
  • Paulo A Cauchick Miguel Universidade Federal de Santa Catarina - UFSC

DOI:

https://doi.org/10.14488/1676-1901.v17i2.2616

Keywords:

Modularity. Services. Quality Function Deployment.

Abstract

 The growing share of the service sector in the economy has been changing the way how companies manage and develop their services. This transformation drives companies through the development and application of methodologies and tools that contribute to the reduction of the operational effects of a wider range of services offered by the companies. One of the most referred strategies to face this challenge is the modularity applied to services. In this context, this paper proposes an application of a service modularity guide for the development of services in a telecommunication company. The proposed method was built through a literature review of service modularity methods for the development of both products and services. The proposed application seeks to fulfil a gap in the literature related to the adaptation of the modularity to the characteristics of the service to be developed. Among the results, this work also presents a guide to the application of modularity on the development of a company service, illustrating the potential of its application for service modularization.

Downloads

Download data is not yet available.

Author Biography

Paulo A Cauchick Miguel, Universidade Federal de Santa Catarina - UFSC

PhD, Livre Docência em Engenharia de Produção

Departamento de Engenharia de Produção e Sistemas

References

BALDWIN, C.Y.; CLARK, K.B. Managing in an age of modularity. In. Gilmore, J.H.; Pine II, B.J. Markets of One. Boston: Harvard Business Review, 2000.

BARDAKCI, A.; WHITELOCK, J. How “ready” are customers for mass customization? An exploratory investigation. European Journal of Marketing, v. 38, n. 11/12, p. 1396-1416, 2004. http://dx.doi.org/10.1108/03090560410560164

BASK, A.; LIPPONEN, M.; RAJAHONKA, M.; TINNILÄ, M. The concept of modularity: diffusion from manufacturing to service production. Journal of Manufacturing Technology Management, v. 21, n. 3, p. 355-375, 2010. http://dx.doi.org/10.1108/17410381011024331

BESSANT, J.; DAVIES, A. Managing service innovation. Innovation in services. UK Department of Trade and Industry (DIT), London, n. 9, p.61-67, 2007. Acessado em 09 de janeiro de 2017. Disponível em: <http://www.servicemanagement.cz/soubory/innovation%20in%20services.pdf#page=65>

BRAITHWAITE, A. Integrating the global pipeline: logistics systems architectures. Logistics Information Management, v.5, n.3, p. 8-18, 1992. http://dx.doi.org/10.1108/09576059210016234

BRUSONI, S.; PRENCIPE, A. Unpacking the black box of modularity: technologies, products and organizations. Industrial and Corporate Change, v.10, n.1, p. 179-205, 2001. http://dx.doi.org/10.1093/icc/10.1.179

CARDOSO, M.; KISTMANN, V. B. Modularização e design na indústria automotiva: o caso do modelo Fox da Volkswagen do Brasil. Revista Produção Online, v. 9, n. 1, p.146-169, 2009. http://dx.doi.org/10.14488/1676-1901.v9i1.197

CAUCHICK MIGUEL, P.A. Evidence of QFD best practices for product development: a multiple case study. International Journal of Quality & Reliability Management, v. 22, .n. 1, p. 72-82, 2005. http://dx.doi.org/10.1108/02656710510573002

CLARK, K.B.; FUJIMOTO, T. Product development performance: strategy, organization and management in the world auto industry. Boston: Harvard Business School Press, 1991.

DANIILIDIS, C.; ENßLIN, V.; EBEN, K. G.; LINDEMANN, U. A classification framework for product modularization methods. Proceedings… of the 18th International Conference on Engineering Design (ICED 11), Impacting Society through Engineering Design, v. 4: Product and Systems Design, Lyngby/Copenhagen, Denmark, 15.-19.08. 2011. 2011. Disponível em:

https://www.designsociety.org/publication/30566/a_classification_framework_for_product_mo

dularization_methods>

DE BLOK, C.; LUIJKX, K.; MEIJBOOM, B.; SCHOLS, J. Modular care and service packages for independently living elderly. International Journal of Operations & Production Management, v. 30, n. 1, p. 75-97, 2010. http://dx.doi.org/10.1108/01443571011012389

DE BLOK, C.; MEIJBOOM, B.; LUIJKX, K.; SCHOLS, J.; SCHROEDER, R. Interfaces in service modularity: A typology developed in modular health care provision. Journal of Operations Management, v. 32, n. 4, p. 175-189, 2014. https://doi.org/10.1016/j.jom.2014.03.001

DORAN, D. Supply chain implications of modularization. International Journal of Operations & Production Management, v.23 n.3, p.316-26, 2003. http://dx.doi.org/10.1016/j.jom.2014.03.001

ERICSSON, A.; ERIXON, G. Controlling design variants: modular product platforms. Dearborn, MI: ASME Press, 1999.

FEITZINGER, E.; LEE, H.L. Mass customization at Hewlett-Packard: the power of postponement. Harvard Business Review, v.75, n.1, p.116-121, 1997.

FETTERMANN, D.C.; ECHEVESTE, M.E.S. New product development for mass customization: a systematic review. Production & Manufacturing Research, v. 2, n. 1, p. 266-290, 2014. http://dx.doi.org/10.1080/21693277.2014.910715

FETTERMANN, D.C.; ECHEVESTE, M.E.S. Desenvolvimento de produto para customização em massa: alternativas para o setor de móveis modulados. Espacios, v. 32, n. 4, p.12-24, 2011. Disponível em:

http://www.revistaespacios.com/a11v32n04/11320453.html>

FITZSIMMONS, J.A.; FITZSIMMONS, M.J. Administração de serviços. 4. ed. Porto Alegre: Bookman, 2005.

FREDRIKSSON, P. Operations and logistics issues in modular assembly processes: cases from the automotive sector. Journal of Manufacturing Technology Management, v.17, n. 2, p.168-86, 2006. http://dx.doi.org/10.1108/17410380610642250

GEUM, Y.; KWAK, R.; PARK, Y. Modularizing services: A modified HoQ approach. Computers & Industrial Engineering, v. 62, n. 2, p. 579-590, 2011. http://dx.doi.org/10.1016/j.cie.2011.11.006

HABIGZANG, M. Integração entre modularidade e Seis Sigma no processo de desenvolvimento de produtos: proposta na indústria de eletrodomésticos. Dissertação (Mestrado em Engenharia de Produção) - Programa de Pós Graduação em Engenharia de Produção, Universidade Federal do Rio Grande do Sul, 2010. Disponível em: <http://www.lume.ufrgs.br/handle/10183/29418>

HIGH, R. Jr.; KRISHNAN, G.; SANCHEZ, M. Creating and maintaining coherency in loosely coupled systems. IBM Systems Journal, v.47, n.3, p.357-76, 2008. http://dx.doi.org/10.1147/sj.473.0357

HOLMQVIST, T. K.P.; PERSSON, M. L. Analysis and improvement of product modularization methods: Their ability to deal with complex products. Systems Engineering, v. 6, n. 3, p. 195-209, 2003. http://dx.doi.org/10.1002/sys.10046

HUANG, C.; KUSIAK, A. Modularity in design of products and systems. IEEE Transactions on Systems, Man, and Cybernetics-Part A: Systems and Humans, v. 28, n. 1, p. 66-77, 1998. http://dx.doi.org/10.1109/3468.650323

HYÖTYLÄINEN, M.; MÖLLER, K. Service packaging: key to successful provisioning of ICT business solutions. Journal of Services Marketing, v. 21, n. 5, p. 304-12, 2007. http://dx.doi.org/10.1108/08876040710773615

JANSSEN, M.; JOHA, A. Emerging shared service organizations and the service-oriented enterprise: Critical management issues. Strategic Outsourcing: An International Journal, v.1, n.1, p.35-49, 2008. http://dx.doi.org/10.1108/17538290810857466

JESTON, J.; NELIS, J. Business process management. New York: Routledge, 2014.

JIAO J., SIMPSON W.T., SIDDIQUE Z. Product family design and platform-based product development: a state-of-the-art review. Journal of Intelligent Manufacturing, v.18, n. 1, p. 5-29, 2007. http://dx.doi.org/10.1007/s10845-007-0003-2

JIAO, J.; MA, Q.; TSENG, M. M. Toward high-added products and services: mass customization and beyond. Technovation, v.23, n. 10, p. 809-821, 2003. http://dx.doi.org/10.1016/S0166-4972(02)00023-8

JOSE, A.; TOLLENAERE, M. Modular and platform methods for product family design: literature analysis. Journal of Intelligent Manufacturing, v.16, n.3, p.371-390, 2005. http://dx.doi.org/10.1007/s10845-005-7030-7

KEITH, M.; DEMIRKAN, H.; GOUL, M. Service-oriented methodology for systems development. Journal of Management Information Systems, v. 30, n. 1, p. 227-260, 2013. http://dx.doi.org/10.2753/MIS0742-1222300107

KOHL, M.; ROTH, M.; LINDEMANN, U. Safety-oriented Modular Function Deployment. Proceedings of NordDESIGN, Thondheium, Norway, 10th - 12th August 2016. Pg.103-114. Disponível em: < https://www.designsociety.org/publication/39331/safety-oriented_modular_function_deployment>

LANGE, M.W.; IMSDAHL, A. Modular Function Deployment: Using Module Drivers to Impart Strategies to a Product Architecture (Chapter 3, p. 91-118). In. T.W. SIMPSON, J. JIAO, Z. SIDDIQUYE, K. HÖLTTÄ-OTTO. Advances in Product Family and Product Platform Design: Methods and Applications. New York: Springer, 2014. http://dx.doi.org/10.1007/978-1-4614-7937-6

LAU, A.K.W.; YAM, R.C.M.; TANG, E.P.Y. Supply chain product co-development, product modularity and product performance: empirical evidence from Hong Kong manufacturers. Industrial Management & Data Systems, v. 107, n. 7, p. 1036-65, 2007. http://dx.doi.org/10.1108/02635570710816739

LIN, Y.; PEKKARINEN, S. QFD-based modular logistics service design. Journal of Business & Industrial Marketing, v. 26, n. 5, p. 344-356, 2011. http://dx.doi.org/10.1108/08858621111144406

LU, M.H.; MADU, C.N.; KUEI, C.H.; WINOKUR, D. Integrating QFD, AHP and benchmarking in strategic marketing. Journal of Business & Industrial Marketing, v. 9, p. 41-50, 1994. http://dx.doi.org/10.1108/08858629410053470

MCCARTHY, I.P.; PITT, L.; BERTHON, P. Service customization through dramaturgy. Mass Customization: Engineering and Managing Global Operations. London: Springer Verlag London, 2011. http://dx.doi.org/10.1007/978-1-84996-489-0_3

MEYER, M. H.; LEHNERD, A. P. The power of product platforms: building value and cost leadership. New York: Free Press, 1997.

MUFFATTO, M. Introducing a platform strategy in product development. International Journal of Production Economics, v.60-61, n.4, p.145-153, 1999. http://dx.doi.org/10.1016/S0925-5273(98)00173-X

PAHL, G.; BEITZ, W. Engineering design – a systematic approach. darmstadt: Springer-Verlag, 1996.

PEKKARINEN, S.; ULKUNIEMI,. Modularity in developing business services by platform approach. The International Journal of Logistics Management, v. 19, n. 1, p. p. 84-103, 2008. http://dx.doi.org/10.1108/09574090810872613

PIMMLER, T. U.; EPPINGER, S. D. Integration analysis of product decompositions. Proceedings… of the ASME Design Theory and Methodology Conference, DE, v. 68, p.343-351, 1994. Acessado em 9 de Janeiro de 2017. Disponível em: < http://web.mit.edu/people/eppinger/pdf/Pimmler_DTM1994.pdf>

PINE II, B. J. Mass Customization: the new frontier in busines competition. Boston: Harvard Business School Press, 1993.

QUINN, J. B.; PAQUETTE, J. Technology in services. Scientific American, v. 257, p. 50, 1987. https://doi.org/10.1038/scientificamerican1287-50

SALONITIS, K. Modular design for increasing assembly automation. CIRP Annals - Manufacturing Technology, v. 63, n.1, p. 189-192, 2014. http://dx.doi.org/10.1016/j.cirp.2014.03.100

SALVADOR, F.; FORZA, C. Configuring products to address the customization responsiveness squeeze: a survey of management issues and opportunities. International Journal of Production Economics, v. 91, n. 10, p. 273-291, 2004. http://dx.doi.org/10.1016/j.cirp.2014.03.100

SALVADOR, F.; FORZA, C.; RUNGTUSANATHAM, M. Modularity, product variety, production volume, and component sourcing: theorizing beyond generic prescriptions. Journal of Operations Management, v. 20, n. 5, p. 549-575, 2002. http://dx.doi.org/10.1016/S0272-6963(02)00027-X

SANCHEZ, R.; MAHONEY, J.T. Modularity, flexibility, and knowledge management in product and organization design. Strategic Management Journal, v.17, n. S2, p. 63-76, 1996. http://dx.doi.org/10.1002/smj.4250171107

SCHILLING, M.A.; STEENSMA, H.K. The use of modular organizational forms: an industrial level analysis. Academy of Management Journal, v. 44, n. 12, p. 1149-1168, 2001. http://dx.doi.org/10.2307/3069394

SHENHAR, A. J. Strategic Project Leadership® Toward a strategic approach to project management. R&D Management, v. 34, n. 5, p. 569-578, 2004. http://dx.doi.org/10.1111/j.1467-9310.2004.00363.x

SIMPSON, T.W. Product platform design and customization: status and promise. Artificial Intelligence for Engineering Design, Analysis and Manufacturing, v.18, n. 1, p. 3-20, 2004. https://doi.org/10.1017/S0890060404040028

SPRING, M.; ARAUJO, L. Service, services and products: rethinking operations strategy. International Journal of Operations & Production Management, v. 29, n. 5, p. 444-467, 2009. http://dx.doi.org/10.1108/01443570910953586

STARR, M. K. Modular production – a 45-year-old concept. International Journal of Operations & Management, v. 30, n. 1, p. 7-19, 2010. http://dx.doi.org/10.1108/01443571011012352

STARR, M. K. Modular production: A new concept. Harvard Business Review, v. 43, n. 6, p. 131-142, 1965.

STONE, R. B.; WOOD, K. L.; CRAWFORD, R. H. A heuristic method for identifying modules for product architectures. Design Studies, v. 21, n. 1, p. 5-31, 2000. http://dx.doi.org/10.1108/01443571011012352

TORRES JÚNIOR, N.; GONZAGA, N. O. Projeto de serviço: uma análise dos métodos e técnicas existentes sob a ótica da área de gestão de operações de serviços. Revista Produção Online, v. 13, n. 4, p. 1381-1409, 2013. http://dx.doi.org/110.14488/1676-1901.v13i4.1422

TU, Q.; VONDEREMBSE, M.A.; RAGU-NATHAN, T.S.; RAGU-NATHAN, B. Measuring Modularity-Based Manufacturing Practices and Their Impact on Mass Customization Capability. Decision Sciences, v. 35, n. 2, p.147-168, 2004. http://dx.doi.org/10.1111/j.00117315.2004.02663.x

TUUNANEN, T.; BASK, A.; MERISALO-RANTANEN, H. Typology for modular service design: review of literature. International Journal of Service Science, Management, Engineering, and Technology, v. 3, n. 3, p. 99-112, 2012. http://dx.doi.org/10.4018/jssmet.2012070107

TUUNANEN, T.; CASSAB, H.. Service process modularization: reuse versus variation in service extensions. Journal of Service Research, v. 14, n. 3, p. 340-354, 2011. http://dx.doi.org/10.1177/1094670511413912

ULRICH, K. T.; EPPINGER, S. D. Product Design and Development, 2. Ed. Boston: McGraw Hill, 2000.

ULRICH, K. T.; TUNG, K. Fundamentals of product modularity. Atlanta, GA, 1991. http://dx.doi.org/10.1007/978-94-011-1390-8_12

VOORDIJK, H.; MEIJBOOM, B.; de HAAN, J. Modularity in supply chains: a multiple case study in the construction industry. International Journal of Operations & Production Management, v. 26, n. 6, p. 195-219, 2006. http://dx.doi.org/10.1108/01443570610666966

VOSS, C.A.; HSUAN, J. Service Architecture and Modularity. Decision Sciences, v. 40, n.3, p. 541-569, 2009. http://dx.doi.org/10.1111/j.1540-5915.2009.00241.x

WANG, P.P.; MING, X.G.; LI, D.; KONG, F.B.; WANG, L.; WU, Z.Y. Modular development of product service systems. Concurrent Engineering: Research and Applications, v. 19, n. 1, p. 85-96, 2011. http://dx.doi.org/10.1177/1063293X11403508

WHEELWRIGHT, S.C.; CLARK, K.B. Revolutionizing Product Development: quantum leaps in speed, efficiency, and quality. New York: The Free Press, 1992.

Published

2017-06-14

How to Cite

Luna, M. B., Fettermann, D., & Cauchick Miguel, P. A. (2017). Service modularity: application in a telecommunications company. Revista Produção Online, 17(2), 641–666. https://doi.org/10.14488/1676-1901.v17i2.2616

Issue

Section

Papers