Re-organizing for Digital Product Platforms: The Work of Vehicle Motion Engineers

As flexibility and generativity of digitized information continuously afford new possibilities, a significant challenge for organizations becomes pinpointing forms and kinds of practice that are befitting from various aspects. Two overarching digitization eras have so far determined the greatness of the challenge for organizations; ‘computerization’, and ‘the Internet’. Today, a third era of digitization is marked by the emergence of digitized products. As an increasing number of code lines and software are being incorporated in previously physical products such as cars, they can be used as complete products on one layer, and simultaneously turn into platforms enabling other firms to develop and integrate new components, content, or services on another layer. As digital product platform’s multiple design layers need to be open to various applications and agendas, their development requires new justifications and approaches for organizing work. By looking into the characteristics of digital product platforms, we discuss the shifts in the work of engineers as they engage in developing digitized products along three main courses of action. We illustrate how these courses of action are formed based on the requirements of developing digital product platforms rather than managerial presuppositions