摘要：This paper present the effect of using modularity process and product on demand perspective based on customer perception. Modularity has influence the firm performance and create a demand of customer. Customer can have their own choice because modularity process creates a variety to fulfill customer needs. Modularity allowed the components to recombined and coupling in the maximum number of ways which are the way to deliver customers a great variety. From this way, the module provider is free to perform design innovations and improvements as long as they comply with the standard interface. Therefore, modularization must happen at the product at technological level and at the same time need to be supported by modular organizational structure in order to be successful strategy. Modularity effect the demand perspective based on dynamic market, entrepreneurial strategic intent, production, heterogeneity of inputs, customer ability and willingness, differentiation, and customer services and satisfaction.
