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We live in a dynamic economic and commerical world, surrounded by objects of remarkable complexity and power. In many industries, changes in products and technologies have brought with them new kinds of firms and forms of organization. We are discovering news ways of structuring work, of bringing buyers and sellers together, and of creating and using market information. Although our fast-moving economy often seems to be outside of our influence or control, human beings create the things that create the market forces. Devices, software programs, production processes, contracts, firms, and markets are all the fruit of purposeful action: they are designed.Using the computer industry as an example, Carliss Y. Baldwin and Kim B. Clark develop a powerful theory of design and industrial evolution. They argue that the industry has experienced previously unimaginable levels of innovation and growth because it embraced the concept of modularity, building complex products from smaller subsystems that can be designed independently yet function together as a whole. Modularity freed designers to experiment with different approaches, as long as they obeyed the established design rules. Drawing upon the literatures of industrial organization, real options, and computer architecture, the authors provide insight into the forces of change that drive today's economy.
- Sales Rank: #514249 in Books
- Published on: 2000-03-15
- Original language: English
- Number of items: 1
- Dimensions: 9.00" h x 1.40" w x 8.10" l, 2.35 pounds
- Binding: Hardcover
- 483 pages
About the Author
Carliss Y. Baldwin is Senior Associate Dean and William L. White Professor of Business Administration and Kim B. Clark is Dean of the Faculty and Harry E. Figgie, Jr., Professor of Business Administration, both at Harvard Business School.
Most helpful customer reviews
1 of 1 people found the following review helpful.
Five Stars
By V. Reinhardt
Ordered for others no complaints
32 of 38 people found the following review helpful.
Elegant Integration of Real Options and Complexity Thinking
By Dave Bayless
This is an important book. John Holland, who is heavily referenced, foreshadowed its publication when he linked the concepts of real options and complex adaptive systems in a talk at the Santa Fe Institute in late 1998.
The authors clearly and persuasively explain how modular design adds a tremendous amount of value through the creation of real options. Furthermore, modularity allows for the evolution of both design and industry.
In the 1960's, IBM created the System/360, the first modular family of computers. As a result, IBM launched an industry -- and lost control over the tremendous value it stimulated.
"Design Rules" was recommended me by one of the authors' colleagues, who thought that I'd "eat it up." I did, and I'm hungry for Volume 2.
0 of 3 people found the following review helpful.
Bought it for class in August
By davidw
Received the book when promised, in like new conditin. Had plenty of time to read entire contents before class meetings in August.
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