Adopting existing European product development facilities to develop new products tailored to emerging markets is a challenge as product requirements for emerging markets are different in terms of geographic, economic, context of use, local and international governing, utilization of resources, and standards.

The modular product development approach for the adaptation of European product and production facilities to emerging markets is presented in the paper. This includes (i) Definition of basic features in order to propose the possibility of elaborating a module structuration of the product and product-service, and also for identification of modules, (ii) Product modules and their selection strategies, (iii) Product configuration strategies. Using modular approach, the product definition evolved iteratively along the development stages starting from the early stage of design to the final production.