CAREER: Product-line Design Optimization with Strategic Differentiation: Empirical Evidence and Modeling

职业:具有战略差异化的产品线设计优化:经验证据和建模

基本信息

  • 批准号:
    1943438
  • 负责人:
  • 金额:
    $ 50万
  • 依托单位:
  • 依托单位国家:
    美国
  • 项目类别:
    Standard Grant
  • 财政年份:
    2020
  • 资助国家:
    美国
  • 起止时间:
    2020-08-01 至 2025-07-31
  • 项目状态:
    未结题

项目摘要

This Faculty Early Career Development Program (CAREER) grant will advance the theory, quantitative modeling, and education of product-line design using optimal strategic "differentiation": how different a product is from others in terms of attributes consumers consider. Anticipating interactions among product variants to better meet overall product-line marketing and regulatory goals is challenging for manufacturers. For example, to help comply with fuel economy regulations, automotive manufacturers have introduced new sets of vehicles. To do so in a commercially successful way, the manufacturers need to differentiate them from other vehicles in the company's product line and their competitors'. Historically, when manufacturers have failed to differentiate, the sales of fuel-efficient vehicles have been lower than expected, and some companies have had to pay penalties for not meeting the fuel economy regulations. If companies could strategically differentiate their cars--for example by making them relatively smaller, with better acceleration, than both their larger, more luxurious vehicles, as well as their competitors' cheaper and more-efficient small cars, they might have increased sales and averted the penalties. Unfortunately, existing product-line design models used by engineers are limited in their ability to support strategic differentiation decisions, because the models' properties are not well understood, there is not enough evidence that they predict real-world behavior adequately, and organizations often do not have in-house expertise to use and adapt them for the appropriate contexts. The research outcomes will enable manufacturers to systematically optimize product-line designs, reaching solutions to firm objectives while meeting regulatory constraints.To achieve the goals of this research, the work will derive and empirically test new hypotheses about strategic differentiation under sets of market and regulatory conditions and identify classes of product-line optimization models capable of representing this behavior. The research approach combines product-line optimization modeling with econometric analysis. New analyses of industry product-line data will explain systematic properties of strategic differentiation found in industry. The project outcomes will enable the development of (1) a theory that parsimoniously yet credibly explains fundamental properties of optimal strategic differentiation (e.g., clustering, fracturing, and divergent positioning) under different characteristics of design decisions, consumer preference distributions, and regulatory constraints; and (2) empirically-supported product-line design models that optimize engineering design variables considering how adjustments to one product variant's attributes will affect market and regulatory goals of other variants in the line. An integrated research and education plan will enhance undergraduate education and establish a practitioner education program and online portal to scale-up collaborative learning and model transfer between academia, industry, and government.This award reflects NSF's statutory mission and has been deemed worthy of support through evaluation using the Foundation's intellectual merit and broader impacts review criteria.
该学院早期职业发展计划(CAREER)拨款将使用最佳战略“差异化”推进产品线设计的理论,定量建模和教育:产品在消费者考虑的属性方面与其他产品有多不同。对于制造商来说,预测产品变体之间的相互作用以更好地满足整体产品线营销和监管目标是具有挑战性的。例如,为了帮助遵守燃料经济性法规,汽车制造商已经引入了新的车辆组。为了在商业上取得成功,制造商需要将它们与公司产品线中的其他车辆及其竞争对手区分开来。从历史上看,当制造商未能实现差异化时,节能汽车的销量一直低于预期,一些公司不得不因不符合燃油经济性法规而支付罚款。如果各公司能够在战略上使自己的汽车与众不同--例如,与更大、更豪华的汽车以及竞争对手更便宜、更高效的小型汽车相比,它们的汽车相对较小,加速性能更好,那么它们可能会增加销量,避免处罚。不幸的是,工程师使用的现有产品线设计模型在支持战略差异化决策的能力方面受到限制,因为模型的属性没有得到很好的理解,没有足够的证据表明它们可以充分预测现实世界的行为,并且组织通常没有内部专业知识来使用和调整它们以适应适当的环境。研究结果将使制造商系统地优化产品线设计,达到解决方案,企业的目标,同时满足监管约束。为了实现本研究的目标,工作将推导和实证检验新的假设下的市场和监管条件下的战略差异化,并确定类产品线优化模型能够代表这种行为。研究方法结合生产线优化建模与计量经济学分析。对行业产品线数据的新分析将解释在行业中发现的战略差异化的系统特性。该项目的成果将使发展(1)一个理论,简约但合理地解释最佳战略差异化的基本属性(例如,聚类、断裂和发散定位);以及(2)产品支持的产品线设计模型,其优化工程设计变量,考虑对一个产品变体属性的调整将如何影响该产品线中其他变体的市场和监管目标。一个综合的研究和教育计划将加强本科教育,并建立一个从业者教育计划和在线门户网站,以扩大学术界,工业界和政府之间的合作学习和模型转移。该奖项反映了NSF的法定使命,并被认为是值得通过使用基金会的智力价值和更广泛的影响审查标准进行评估的支持。

项目成果

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Kate Whitefoot其他文献

Estimating the potential for dynamic parking reservation systems to increase delivery vehicle accommodation
评估动态停车预订系统增加送货车辆容纳量的潜力

Kate Whitefoot的其他文献

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{{ truncateString('Kate Whitefoot', 18)}}的其他基金

EAGER: Metrics to Evaluate Customer Preference Models for use in Engineering Design Optimization
EAGER:评估用于工程设计优化的客户偏好模型的指标
  • 批准号:
    1630096
  • 财政年份:
    2016
  • 资助金额:
    $ 50万
  • 项目类别:
    Standard Grant

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