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Due to external challenges necessitating high degrees of innovation and customisation without sacrificing cost and quality, many industrial firms need to transform their entire approach to product development. Traditionally, industrial firms have adopted a singular approach to product development based on theories that deal with the development of individual products, individual projects and their management, individual designers and developers, and so on. However, in order to mass-customise products and services - whilst, at the same time, standardising and streamlining a product platform internally - it is necessary to transform product development theory and praxis towards a perception called Multiple Product Development.
Anders Drejer (Wed,) studied this question.