A test of Schilling's interfirm product modularity model: The bicycle drivetrain industry 1980-1990

Sebastian K. Fixson, Woo-yong Park

Research output: Chapter in book / Conference proceedingConference article published in proceeding or bookAcademic researchpeer-review

1 Citation (Scopus)


We empirically test an existing theoretical model of interfirm product modularity (Schilling, 2000) with an unusual case of de-modularization of a dominant design in a mature industry. We find that the model fully explains the direction of the process, but only partially its beginning and final outcome. Through careful study of the case we identify conditions favorable for the start of the process, and specify detailed mechanisms through which the de-modularization resulted in a near-monopoly position of the attacking firm. The results suggest that the product architecture simultaneously represents a firm's decision variable and shapes the firm's competitive environment, and the relative weight between them is determined by contextual circumstances.
Original languageEnglish
Title of host publicationAcademy of Management 2006 Annual Meeting: Knowledge, Action and the Public Concern, AOM 2006
Publication statusPublished - 1 Dec 2006
Externally publishedYes
Event66th Annual Meeting of the Academy of Management, AOM 2006 - Atlanta, GA, United States
Duration: 11 Aug 200616 Aug 2006


Conference66th Annual Meeting of the Academy of Management, AOM 2006
Country/TerritoryUnited States
CityAtlanta, GA


  • Competition
  • Equilibrium
  • Product architecture

ASJC Scopus subject areas

  • Management Information Systems
  • Management of Technology and Innovation

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