Modularization can surge market flexibility through increased market variance, because the entire approach is built around identifying and understanding both market and customer needs. Such insights are valuable, as they help determine which features and functionalities a company should provide to create market and customer value, as well as how these are provided through certain product combinations and configurations. Consequently, modularization is a highly competitive approach due to the inherent ability to swiftly reach various customers with precise offerings, and at the same time reduce value chain complexity.