Purpose – The platform strategy adopted by firms in a multi‐project context reduces lead‐time and development cost, enhances reliability, allows mass customization and increases manufacturing flexibility. While the major challenges of this strategy have been highlighted, the evolution of...

Purpose – The purpose of this paper is to challenge the common claim of “infinite variety” being demanded in the marketplace by measuring not just how much variety theoretically could be produced, but how much is actually demanded by the customer. To this effect, the authors propose and...