La modularità nello sviluppo e nella produzione dei servizi

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The concepts of modularity, product family, modular architecture and product platform have been developed by the scholars with reference to tangible products. Recently the idea of modularity has been applied to the development and production of services. Modularity in services represents an intermediate position between standardization and prosumption. This study aims to explore the latest advances on modularisation of services; to verify the applicability to services of design methods developed by scholars with reference to physical products too. The results of this study show that the adoption of a design approach to product platform enables service firms to mass customisation, that is to a competition based on the proliferation of offerings, at the same time keeping a productive efficiency very close to the mass standardization one.