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Advances in Product Family and Product Platform Design

Methods & Applications

herausgegeben von: Timothy W. Simpson, Jianxin (Roger) Jiao, Zahed Siddique, Katja Hölttä-Otto

Verlag: Springer New York

Enthalten in: Springer Professional "Wirtschaft+Technik" , Springer Professional "Technik" , Springer Professional "Wirtschaft"

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Über dieses Buch

Advances in Product Family and Product Platform Design: Methods & Applications highlights recent advances that have been made to support product family and product platform design along with successful applications in industry. This book provides not only motivation for product family and product platform design (i.e., address questions about “why and when should we platform”) but also methods and tools to support the design and development of families of products based on shared platforms (i.e. address the “how” and “what” questions about platforming). It begins with a general overview of product family design to introduce the general reader to the topic and then progress to more advanced topics and design theory to help designers, engineers, and project managers plan, architect, and implement platform-based product development strategies for their company. Finally, successful industry applications provide readers and practitioners with case studies and “talking points” to become platform advocates and leaders within their organization.

Inhaltsverzeichnis

Frontmatter

Chapter 1. A Review of Recent Literature in Product Family Design and Platform-Based Product Development

Abstract

Increased demand for a greater variety of consumer products has forced many companies to rethink their strategies to offer more product variants. For manufacturers, producing a variety of products can satisfy this increasing demand and help companies gain more of market share; however, increased variety can lead to higher design and production costs as well as longer lead times for new variants. As a result, a trade-off arises between cost-effectiveness and satisfying diverse customer demand. Research has found that such a trade-off can be properly managed by exploiting product family design (PFD) and platform-based product development, an area that has been widely studied for the past two decades. New approaches have been proposed to address different issues related to PFD and platform development. Performance of these approaches has been assessed through case studies and applications to different industry sectors. This chapter focuses on reviewing the research in this field to classify recent advancements in PFD and platform development. We identify new achievements with regard to multiple aspects of PFD: customer involvement in design, market-driven studies, metrics for assessing platforms and families, indices for platform and family design, product family optimization issues, platform development issues, and, finally, issues relevant to supporting future platform design. Through a comparison with previous research studies, we identify ongoing challenges in this field along with potential directions for new research.

Zhila Pirmoradi, G. Gary Wang, Timothy W. Simpson

Platform Planning and Strategy

Frontmatter

Chapter 2. Crafting Platform Strategy Based on Anticipated Benefits and Costs

Abstract

In this chapter, we introduce the benefits and penalties of commonality (both to the customer and the manufacturer), emphasizing the need for anticipation of divergence when estimating benefits. We highlight the importance of mapping commonality strategy to the financial benefits, with a view to creating long-term competitive advantage for the firm.

Bruce G. Cameron, Edward F. Crawley

Chapter 3. Multidisciplinary Domains Association in Product Family Design

Abstract

This chapter presents an innovative new model for integrating the diversity of market segments requirements with the design of product families and platforms for achieving mass customization. It is hypothesized that the relationship between product design features, product functionalities, and customer requirements domains is analogous to species co-speciation in nature. Each “Market Species” represents the needs of a market segment in the customer domain, satisfied by a group of product functionalities that are associated with a group of product components forming the corresponding “product Species” (variant) in the physical domain. Co-speciation is studied in biology using the reconciliation of cladogram trees, which result from cladistic analysis of the studied species characteristics. Cladistics is used in this work to build products platform and modules which correspond to the common regional requirements of the market. Design Structural Matrices are used to capture the relationships between the three domains, while liaison graphs help avoid infeasible combinations of product components and infer possible components integration. This model is useful in products mass customization applications, where delayed product differentiation is a prerequisite, as it allows synchronizing the differentiation points in different domains to maximize the benefit from commonality of requirements, functions, and components.

Hoda ElMaraghy, Tarek AlGeddawy

Chapter 4. Modular Function Deployment: Using Module Drivers to Impart Strategies to a Product Architecture

Abstract

Products reflect the needs of many different entities. People such as end-users and re-sellers, regulating bodies of authority, and individuals within manufacturing and engineering provide statements as “voices” that impact the physical structure of a product in different ways. A company establishes a strategy to realize the product that responds to these “voices.” There are various approaches to capturing a singular “voice of x” when realizing a product architecture. Modular function deployment differs from other architecture methods by providing a holistic approach to capturing multiple “voices” as a company strategy through the use of Module Drivers. This approach is demonstrated by actual industrial examples that explore the flexibility of Module Drivers applied in the creation of a conceptual modular product architecture.

Mark W. Lange, Andrea Imsdahl

Chapter 5. Emphasizing Reuse of Generic Assets Through Integrated Product and Production System Development Platforms

Abstract

Solutions from a part-based platform are inflexible to reuse in development situations as they are not allowed to be changed per definition. To use a number of such unchanged parts in new design context is problematic as related designs in the new context will be constrained. If changes are made, the initial platform intentions are violated, and economic scale benefits based on commonality may be lost. Furthermore, modifications made may result in unexpected consequences if the initial intentions and context are not properly understood. A more fruitful approach to support carryover without these drawbacks is to reuse design information containing not only final solutions but also their design rationales together with other kinds of generic assets. This is important for companies that cannot adopt a pure part-based platform approach but still want to achieve customization and economies of scale by efficient and effective reuse of other assets.

Hans Johannesson

Chapter 6. Quantifying the Relevance of Product Feature Classification in Product Family Design

Abstract

The methodology proposed in this chapter aims to address the link between the evolution of product feature relevance and the implications to product platform and product family design. By quantifying relevant/irrelevant product features to be included in next-generation product platform design, designers can identify the stand-alone or platform sharing components required to achieve desired product functionality. A data mining algorithm is introduced that uses time series data (consisting of product features) to determine the standard, nonstandard, and obsolete product features in the design of next-generation products. Product features are then mapped to engineering components/modules by employing data mining Natural Language Processing techniques that quantify the functionality requirements that are needed for a given set of product features. The goal of this work is to demonstrate the value of incorporating evolving product feature trends in the market space directly into product platform and product family sharing decisions.

Conrad S. Tucker

Chapter 7. Platform Valuation for Product Family Design

Abstract

The valuation of a product increases flexibility in decision-making for developing new products or redesigning existing products and affects product life cycles. Strategic adaptability is essential in capitalizing on future investment opportunities and responding properly to market trends in a dynamic environment. To identify the valuation of a platform in a product family, we investigate strategic module-based platform design using market-based decision-making. The objective of this chapter is to propose a financial model to evaluate design valuation for a platform based on market mechanisms in an uncertain market environment. Real options analysis is applied to value options related to introducing new modules as a platform in a product family. In the proposed model, we use design quality that is determined by customers’ preferences and performance utilities for products. To demonstrate implementation of the proposed model, we use a case study and numerical analysis involving a family of mobile products.

Seung Ki Moon, Timothy W. Simpson

Platform Architecting and Design

Frontmatter

Chapter 8. A Proactive Scaling Platform Design Method Using Modularity for Product Variations

Abstract

To be competitive in the current business environment, a company or engineering firm must be able to produce new products or designs in the marketplace with better quality and greater customization than both their national and international competitors. These business entities must also be able to accomplish this at a more strenuous pace than their competitors to capture the largest market share. In this chapter, a scaling, small product, p roactive p latform design method using m odularity (PPM) for product variations is presented to assist the company or firm in achieving the highest competitive result. In Chap. 30, we also present a case study to demonstrate how this method can be effectively instituted in a proactive product design. Even though this method and case study are directed to small product family development, any product family design with commonality can benefit from using these ideas to improve the design process.

Keith Hirshburg, Zahed Siddique

Chapter 9. Architectural Decomposition: The Role of Granularity and Decomposition Viewpoint

Abstract

Before any platform development, one must create the representation of the products’ architectures. Typically, one would start by decomposing the existing or proposed systems into smaller subsystems or modules. This is a critical step since the remainder of the platform development will depend on the choices made at the decomposition phase. This chapter will discuss how to decompose a product architecture. Specifically we will address the decomposition choices such as level of granularity and different decomposition viewpoints and how they affect the final resulting architecture.

Katja Hölttä-Otto, Noemi Chiriac, Dusan Lysy, Eun Suk Suh

Chapter 10. Integrated Development of Modular Product Families: A Methods Toolkit

Abstract

An integrated approach for developing modular product families was developed at the PKT Institute to create individualized products for globally marketable prices. The integrated PKT-approach for developing modular product families aims to generate maximum external product variety, using the lowest possible internal process and component variety. Based on existing methods for reducing internal variety, the approach provides a toolkit of combinable method units. Tailored support is provided by this toolkit for specific needs and situations of companies facing the challenge of reducing internal variety. Several industrial case studies demonstrate how the use of one method unit or the combination of several method units supports the development of modular product families during specific corporate challenges and aims. The first section describes the challenges being addressed by the integrated PKT-approach. A survey of research fields dealing with these challenges is presented in the second section. A product family example is presented to demonstrate the state-of-the-art methods and the method units from the integrated PKT-approach. Their application in industrial projects is shown in Sect. 10.7, which is followed by the future prospects for enhancing the integrated PKT-approach.

Dieter Krause, Gregor Beckmann, Sandra Eilmus, Nicolas Gebhardt, Henry Jonas, Robin Rettberg

Chapter 11. Solving the Joint Product Platform Selection and Product Family Design Problem: An Efficient Decomposed Multiobjective Genetic Algorithm with Generalized Commonality

Abstract

Product family optimization involves not only specifying the platform from which the individual product variants will be derived but also optimizing the platform design and the individual variants. Typically these steps are performed separately, but we propose an efficient decomposed multiobjective genetic algorithm to jointly determine optimal platform selection, platform design, and variant design in product family optimization. The approach addresses limitations of prior restrictive component sharing definitions by introducing a generalized two-dimensional commonality chromosome to enable sharing components among subsets of variants. To solve the resulting high-dimensional problem in a single stage efficiently, we exploit the problem structure by decomposing it into a two-level genetic algorithm, where the upper level determines the optimal platform configuration while each lower level optimizes one of the individual variants. The decomposed approach improves scalability of the all-in-one problem dramatically, providing a practical tool for optimizing families with more variants. The proposed approach is demonstrated by optimizing a family of electric motors. Results indicate that decomposition results in improved solutions under comparable computational cost, and generalized commonality produces families with increased component sharing under the same level of performance.

Aida Khajavirad, Jeremy J. Michalek, Timothy W. Simpson

Chapter 12. One-Step Continuous Product Platform Planning: Methods and Applications

Abstract

This chapter presents two methodologies, Selection-Integrated Optimization (SIO) and Comprehensive Product Platform Planning (CP³), which convert the inherently combinatorial product family optimization problem into continuous optimization problems. These conversions enable one-step product family optimization without presuming the choice of platform and scaling design variables. Such approaches also enable taking full advantage of continuous optimization methods.

Achille Messac, Souma Chowdhury, Ritesh Khire

Chapter 13. Defining Modules for Platforms: An Overview of the Architecting Process

Abstract

Product platforms have shown to provide significant cost and time savings while still allowing companies to offer a variety of products. As a result, a multitude of methods have been developed to design product platforms. These methods, however, have been developed independent of one another, and it can be daunting to try to compare the methods and understand which approach might be suitable when or how the methods might interlink, if at all. In this chapter, we review the platform architecting process and tie together several approaches introduced both in this book and the existing literature. A family of unmanned ground vehicles (UGVs) is used as an illustrative example to demonstrate several of these approaches and their integration.

Katja Hölttä-Otto, Kevin N. Otto, Timothy W. Simpson

Chapter 14. A QFD-Based Optimization Method for Scalable Product Platform

Abstract

In order to incorporate customer into the early phase of the product development cycle and to better satisfy customers’ requirements, this research adopts quality function deployment (QFD) for optimal design of scalable product platform and product family. A five-step QFD-based method is proposed to determine the optimal values for platform engineering characteristics (ECs) and non-platform ECs of the products within a product family. First of all, the houses of quality (HoQs) for all product profiles are developed and a QFD-based optimization approach is used to determine the optimal ECs for each product profile. Sensitivity analysis is performed for each EC with respect to overall customer satisfaction (OCS). Based on the obtained sensitivity indices of ECs, a mathematical model is established to simultaneously optimize the values of the platform and the non-platform ECs. Finally, by comparing and analyzing the optimal solutions with different number of platform ECs, the ECs with which the worst OCS loss can be avoided are selected as platform ECs. An illustrative example is used to demonstrate the feasibility of this method. A comparison between the proposed method and a two-step approach is conducted on the example.

Xinggang Luo, Jiafu Tang, C. K. Kwong

Chapter 15. Cascading Platforms for Product Family Design

Abstract

Product family design is a trade-off between distinctiveness of products in the family and commonality between them. Increasing the commonality of components can lead to loss of performance of product variants. Saving in cost comes at the expense of performance of products. Therefore selection of components to be standardized across the family and their configuration is a critical step in the design of product families. A common approach to the product family design is to treat it as a design optimization problem so that trade-off decisions between commonality and performance can be performed. In this chapter we present a scale-based multi-platform optimization approach. The approach uses systematic relaxation to increase leverage among multiple platforms and provide increase in performance for family members supported by the platform. The three stages involved in the approach are (1) single platform, (2) platform evaluation, and (3) platform relaxation. The Black and Decker universal motor family is used to demonstrate the approach.

Jiju A. Ninan, Zahed Siddique

Product Family Development and Implementation

Frontmatter

Chapter 16. Global Product Family Design: Simultaneous Optimal Design of Module Commonalization and Supply Chain Configuration

Abstract

Global product family design is the problem in which product variants and supply chain configuration are simultaneously designed. It has become a significant concern of manufacturing industries under globalization. In this chapter, simultaneous design of module commonalization and supply chain configuration is formulated as a multi-objective mixed-integer programming problem under the criteria on quality, cost, and delivery. Then, an optimization algorithm for obtaining Pareto optimal solutions is configured by using a neighborhood cultivation genetic algorithm and simplex method, and a clustering technique of such Pareto solutions is introduced with a principal component analysis method for investigating the optimality and compromise in global product family design. Finally, some numerical case studies are demonstrated.

Kikuo Fujita

Chapter 17. Architecture-Centric Design Approach for Multidisciplinary Product Development

Abstract

Managing complexity is a crucial task during the development process of multidisciplinary complex products. To achieve an efficient and effective development process of such a product, all the stakeholders must maintain a common understanding of the system and mutually linked detailed information of the product. This chapter proposes system architecture as a concept wider than product architecture, which provides such an overview as well as information that links various detailed information about the product. System architecture includes not only structural elements and relations among them but also functions, behaviors represented by working principles, and a variety of requirements. The working principles are modeled with physical phenomena and the involved parameters and relations among those parameters (e.g., equations). This chapter presents three prototype tools for system architecting illustrated with examples.

A. A. Alvarez Cabrera, H. Komoto, T. J. van Beek, T. Tomiyama

Chapter 18. Product Family Commonality Selection Using Optimization and Interactive Visualization

Abstract

High dimensionality and computational complexity are curses typically associated with many product family design problems. In this chapter, we discuss interactive methods that combine two traditional technologies—optimization and visualization—to create new and powerful strategies to expedite high dimensional design space exploration and product family commonality selection. In particular, three different methods are compared and contrasted: (1) exhaustive search with visualization, (2) individual product optimization with visualization, and (3) product family optimization with visualization. Among these three, the individual product optimization with visualization method appears to be the most suitable one for engineering designers who do not have a strong optimization background. This method allows designers to “shop” for the best designs iteratively, while gaining key insight into the trade-off between commonality and individual product performance. The study is conducted in the context of designing a product family using an in-house, system-level simulation tool. The challenges associated with (1) design space exploration involving mixed-type design variables and infeasibility and (2) visualizing product family design spaces during commonality selection are addressed. Our findings indicate a positive impact on the company’s current approach to product family design and commonality selection.

Ritesh Khire, Jiachuan Wang, Trevor Bailey, Yao Lin, Timothy W. Simpson

Chapter 19. Developing and Assessing Commonality Metrics for Product Families

Abstract

To be competitive in today’s global economy, firms must deliver more products that are viable in the marketplace for shorter times. The use of product families allows firms to meet these needs in a cost-competitive manner. The determination of which components to share and which should be unique is very important to the development of product families. Commonality metrics are presented with the goal of assessing (at the early stages of development) the ability of the product family to reduce costs. The methodology of process-based cost modeling is applied to project product development, fabrication, and assembly costs in both the standalone and shared situations. A case study of two automotive instrument panel beams is analyzed. Linear regression analysis shows that when compared to total cost savings, a simple piece commonality metric and a fabrication investment-weighted metric have higher R ²’s than a mass or piece cost-weighted metric. When correlated to fixed cost savings, the fabrication investment-weighted metric has the highest R ² (0.62) and is significant at the 0.025 level. Fixed cost savings are proposed as the desired quantity for assessing product family efficiency.

Michael D. Johnson, Randolph E. Kirchain

Chapter 20. Managing Design Processes of Product Families by Modularization and Simulation

Abstract

Managing multiple design projects of product family design necessitates exploitation of commonalities among various variant projects to achieve reduced time and cost. It is important to establish a design process architecture that captures the relevant design process information and to model the design process so as to integrate the logic of design process planning. This chapter describes a design process modularization approach to establish the design process architecture and an integrated modeling and simulation method based on Petri nets (PNs). This framework adopts a generic variety structure of representing diverse variant design processes. A modular design project planning architecture is structured by identifying design process modules using a fuzzy clustering approach. Based on the modular design process, a timed colored Petri net model is formulated to integrate the planning logic of design process configuration, while evaluating design project performance through simulation. Application of the proposed framework in a car dashboard product family design demonstrates promising results of design process management based on modularization and PN simulation.

Qianli Xu, Roger J. Jiao

Chapter 21. Design Principles for Reusable Software Product Platforms

Abstract

This chapter is an introduction to software design based on general principles and engineering techniques, applicable to the design of software platforms that are to be used as a foundation for the construction of product families. The second section focuses on the fundamental characteristics of Design for Change, which describes the qualities and structure that the software system must exhibit as a product platform in order to be capable of evolving and adapting to the changing needs of a range of related products within a family, or within an industry domain over a long period of time. The third section introduces a number of software engineering techniques that ensure that the software system to be developed will have a structure suitable for supporting the general platform qualities presented in the first section. The main purpose of this chapter is to provide the background information on software engineering terms and concepts that are needed to understand Chap. 26.

Carlos O. Morales

Chapter 22. Considering Human Variability When Implementing Product Platforms

Abstract

Design for Human Variability (DfHV) is the practice of designing artifacts, tasks, and environments that are robust to the variability in their users. Designs often incorporate adjustability and/or offer several sizes to account for the different requirements of the target user population. There are several situations where DfHV can provide platforming opportunities that might otherwise be overlooked. This chapter provides a brief introduction to DfHV, outlines some basic techniques, and provides a description of scenarios where platforming and modularity might be a good approach.

Christopher J. Garneau, Gopal Nadadur, Matthew B. Parkinson

Applications and Case Studies

Frontmatter

Chapter 23. Building, Supplying, and Designing Product Families

Abstract

Product families must be based on customer/marketing feasibility, operational flexibility, supply chain responsiveness, and design versatility. This chapter discusses the general strategies of applying these criteria to the fulfillment of product families.

David M. Anderson

Chapter 24. Modular Function Deployment Applied to a Cordless Handheld Vacuum

Abstract

Modular Function Deployment (Erixon, Modular function deployment – a method for product modularization. PhD thesis, The Royal Institute of Technology, Stockholm, 1998) is a structured method used to define modular product architectures through the integration of customer values, company strategy, and the product technology. A modular product architecture breaks down a product into modules that can be directed toward specific, strategic goals where the operations of the company are optimized within each module individually. A presentation of the theory of Modular Function Deployment will serve as the groundwork for a case story based on a cordless handheld vacuum.

Fredrik Börjesson

Chapter 25. Optimal Commonality Decisions in Multiple Ship Classes

Abstract

A methodology is presented for the determination of the Pareto optimal choice of components and elements to make common between two different classes of military vessels. The use of commonality can produce fleet-wide savings in component purchasing, training, spare parts, vessel construction, etc. The methodology presented here determines the optimal commonality decision and designs the vessel classes to maximize the mission performance per average acquisition cost of each vessel class and the total fleet saving achieved by the commonality. A customized evolutionary algorithm is used to determine the resulting discrete Pareto surface. The methodology is illustrated by its application to the design of two ship classes to perform the specific missions of the US Coast Guard’s National Security Cutter and Offshore Patrol Cutter. The results show that the methodology is effective and that not all commonality choices produce a net savings.

Michael J. Corl, Michael G. Parsons, Michael Kokkolaras

Chapter 26. A Heuristic Approach to Architectural Design of Software-Intensive Product Platforms

Abstract

This chapter introduces a heuristic approach for the analysis, architecting, and design of software-centric product platforms. The central role of software architecture is stressed by highlighting its relationship to the analysis of new product domains. Several case studies are used to illustrate key concepts, including a more detailed case on the design of an object-oriented application framework as platform for a family of products that control industrial processing machines. Case studies and methodology are linked to important software engineering design principles. At the end of the detailed case study, an approximate measure of code reuse and its economic impact is presented, which can serve to support the business case of making the significant investment required by a software platform for a family of related products. This chapter builds on fundamental software engineering concepts introduced in Chap. 21.

Carlos O. Morales

Chapter 27. Customer Needs Based Product Family Sizing Design: The Viper Case Study

Abstract

This study explores the issue of optimizing the size of a product family as well as designing the product variants of the family in the context of designing a stand for a unique electric violin known as the “Viper.” The study uses collected customer data in order to identify the optimal number of design variants in the product family, generate design alternatives, assign each design to the appropriate customer type, and verify the outcome. The methodology begins with data collection through a survey of Viper players which is analyzed using K-means clustering analysis and segmentation in order to determine the optimal number of variants in the product family. This analysis also defines each customer group and each group’s specific customer requirements. Quality function deployment (QFD) is used to fit design concepts (generated by the requirements and specifications) to synthesized design variants and assign to a customer group. Then, analytic network process (ANP) is used to substantiate the outcome of the study by further verifying each Product Family Member-Customer Group mapping as well as the number of variants. This is achieved by simultaneously fitting the generated design concepts to customer requirements and customer groups through ANP. The ultimate goal of this work is to provide a simple, easy to understand, easy to reproduce, and customizable method for making product family size and design decisions in any industry.

Cassandra Sotos, Gül E. Okudan Kremer, Gülşen Akman

Chapter 28. Product Family Design and Recovery for Lifecycle

Abstract

Product family design via component sharing is a widely practiced approach for offering sufficient variety to the market in an economical way. Most of the previous research has focused on the benefits of product family in the design and manufacturing stages—early stages of product family lifecycle. This chapter highlights another important aspect of product family design—the impact of component sharing on product end-of-life management—by a quantitative model for evaluating product family design from an end-of-life perspective. The model identifies an optimal strategy for managing product take-back and end-of-life recovery by use of mixed integer programming, thereby assessing the product family design in terms of its profitability in end-of-life management. A design study of a smartphone family is presented, and the results show that the model can assess profitability of a family design and highlight preferred family design alternatives at various degrees of component sharing.

Minjung Kwak, Harrison Kim

Chapter 29. Application of the Generational Variety Index: A Retrospective Study of iPhone Evolution

Abstract

The generational variety index (GVI) helps to identify the components of product variants that are most likely to require redesign in the future. These components can then be embedded with the flexibility required for them to be easily modifiable; the remaining components can be designed into a platform. This paper describes the application of the GVI technique in studying the evolution of the Apple iPhone, which was first released in 2007 and has since undergone multiple redesigns. The analysis includes the five generations of the iPhone (original, 3G, 3GS, 4, and 4S) and focuses primarily on mechanical subsystems. The results of the analysis and subsequent design recommendations are compared with the actual design evolution of the iPhone product line. For certain subsystems, this comparison reveals a divergence in Apple’s design decision-making from the evolution recommended by the GVI technique. Limitations include its retrospective nature and the use of only publicly available data.

Gopal Nadadur, Matthew B. Parkinson, Timothy W. Simpson

Chapter 30. Designing a Lawn and Landscape Blower Family Using Proactive Platform Design Approach

Abstract

In this chapter, a Scaling, Small Product, P roactive P latform Design Method Using M odularity (PPM) for Product Variations is used to create a product family of lawn and landscape blowers from the conception of an idea for the family, to the actual product variations.

Keith Hirshburg, Zahed Siddique

Backmatter

Titel: Advances in Product Family and Product Platform Design
herausgegeben von: Timothy W. Simpson
Jianxin (Roger) Jiao
Zahed Siddique
Katja Hölttä-Otto
Verlag: Springer New York
Electronic ISBN: 978-1-4614-7937-6
Print ISBN: 978-1-4614-7936-9
DOI: https://doi.org/10.1007/978-1-4614-7937-6

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