organizations literature. Recent writings have tended to offer modularity as, at least, a partial solution to this design problem …. Two unifying themes characterize the extant literature on modularity. The first addresses the contingencies under which … modularity wherein the focus is on the advantages that modular design structures have over their integrated counterparts. However …

non linear. Design modularity is also positively associated with the performance of the project. …

finds that modularity facilitates the understanding of the dynamics of commoditization and knowledge sharing. Furthermore … commoditization by outlining the concept of information asymmetry within a multi-tier supply chain driven by modularity. Thus, it …

of "Design Rules" advanced by Baldwin and Clark. We then propose a broader conceptualization called "Modularity Design … undertaken to implement successful modular development projects. We elaborate the critical role that the proposed Modularity … evidence in support of the proposed Modularity Design Rules through a case study of the Renault-Nissan Alliance's successful …

paper, I argue that the creation of product brands via industrial design and product modularity is important for SMEs in the …