Product architectures (PA) have during the last ten years gained increasing interest from both academia and industry. There is no doubt that implementation of PA has the potential to significantly reduce time to market and time to money. The transition from current way of working, to Product Architectures is however very difficult. The Product Architecture Day will present state of the art theory and practice in the area.

For more information please contact: Chair: Prof. Niels Henrik Mortensen

Sponsored by:

Sponsor opportunities available!

Time Schedule/Event


Registration & Coffee


Welcome Introduction

Prof. Niels Henrik Mortensen, Head of Section of Engineering Design & Product Development, DTU-MEK

In more than 20 years, Professor Niels Henrik Mortensen has studied 200+ industrial projects on modularity and developed a state of the art method for developing product families. The presentation explains how modular product development can significantly reduce time to market for new products. Also, the innovation level can be increased due to a more focused approach. The basic principles will be described: Interfaces stable over time, right number of architectures and scalability of key systems and modules.


Organizing and Managing Modular Strategies and Development Processes

Prof. Ron Sanchez, Copenhagen Business School (CBS)

Professor Sanchez has expertise in how competencies in Modularity are to be developed throughout an organisation from design, development, production and afterservice. Case Studies taken from the automotive industry.




Electrolux experience with financial top driven modularization

Christian Eskildsen , VP Global Operations & Head of Modularization at Electrolux

Christian has a background in R&D but has spent much of his career in leadership and managerial positions at Electrolux. For the last 8 years he has worked as Vice President Global Operations & Head of Modularization.


Modularisation Benefits – A LEGO Story made tangible

Dr. Poul Kyvsgaard Hansen, Associate Professor at Aalborg University

Poul's research interest is product realization processes. Product realization processes are the integrated processes that bring a product from idea stage to existence on a market. This includes both technical, organizational and business aspects. My four main focal areas within the broader discipline are 1) Product Development Processes, 2) Product Modularization - Architectures - Platforms, 3) Innovation Management, 4) Change Management




Collaborative Product and Manufacturing Platform Development in Grundfos - Tangible reduction of complexity and cost

Bjørn Langeland, Chief Engineer & Martin Løkkegaard, PhD Student

As Chief Engineer at Grundfos, Bjørn works with modularization of product and production solutions across Grundfos strategic products, building a holistic view concerning economics, time-to-market, and capacity utilization leading to a new platform design strategy. Martin's PhD student working on the MADE programme to enhance the competitiveness of Danish Manufacturing through researching product and production architectures.


Supporting the Development of Vehicle Architectures using a Parameter Management Approach

Ferdinand Toepfer, Daimler AG

Ferdinand is working on his PhD in the Engineering IT at Daimler AG, Germany, focusing on systems engineering methodology with a practical focus on the development and implementation of tools to support pre-development. He will talk about an approach which was implemented to increase consistency and transparency throughout the technical implementation of modular product architectures.




How BP reduced complexity in large scale project execution

Dr. Bob Robinson, Exploration & Benchmarking Director, BP and Dr. Malia Kilpinen, Benchmarking specialist, BP

Bob has a PhD in Civil Engineering, now director of Exploration & Benchmarking at BP. Malia is a Project Management and Controls Specialist with a PhD from University of Cambridge.


Modular architectures in GEA

Gerhardt Jacobsen, Safety & Concepts at GEA Process Engineering

Gerhardt has held Technical and Managerial positions at Niro in Mexico, USA before focusing on Product Management, Health & Safety and Systems Development at GEA in Denmark


Handling modularity by means of product configuration

Morten Hugo Bennick, Engineer & Configuration Manager at FLSmidth

Morten will discuss the practices and challenges of the Product Configuration at FLSmidth.


Wine reception