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The increase in competition amongst companies that produce complex or large product portfolios has created a need to utilise modularity strategies not only to flexibly manage technical complexity in a cost-effective manner but also for visual appearance. This research aims to understand how the visual appearance of products is affected by modular product(More)
This paper will investigate the strategic design decision-making of an in-house designer in a company with a large product portfolio, with respect to how designers plan for future visual alterations of the product. In-house designers have to think strategically about the creation of recognition and differentiation through design because they influence the(More)
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