Abstract

This paper aims to propose recommendations for implementing the product architecture (PA) concept as an improvement proposed in the development of housing projects. This was an exploratory research study and the strategy used was case studies, involving three construction companies and eight housing projects. Firstly, we identified the stages of the product development process (PDP) for each company in order to understand and to map the activities of this process. At a second stage, we identified the customization strategy employed in each project, the guidelines and internal factors that each company adopted for each level of customization and the internal changes that each company used to offer customization to their clients. Thereafter, it was possible to identify main obstacles and opportunities for the application of a customization strategy and the AP concept. Finally, the results were discussed, allowing us to propose improvements in the development of housing projects through the application of the PA concept.

Keywords:
Mass customization; Product architetcture; Housing site