Product platform effects: A literature-based content analysis

Abstract

Product platform is a well-known strategy for industries. Industries are considering platform strategy for reducing complexity and attaining multiple market segments with product variants. However, the meaning of product platform differs from industry to industry. Though different articles have mentioned several advantages of product platform, there is still lack of holistically understanding what effects motivates the industries taking platform decision in favor and how effects are reflected in academia. Using literature review, multiple cases of product platform are investigated and analyzed regarding their effects. Later on the outcomes are categorized under different industry types. The result shows 14 effects for the product platforms which also vary by industry type, but effects like reduced logistics costs, reduced procurement costs are almost not covered. Relatively often mentioned effects are e.g. component sharing, reduced manufacturing costs, reduced time to market, reduced development costs.