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Sectors where rivalry and competitiveness are more intense due to the growth of consumers and customers’ demands and desires, have sought to differentiate products and services to market. Within this context, modularity and platform development are approaches which bring potential contributions to meet customers' requirements. Therefore, this study identifies and analyses the current literature on development of product platforms and modularity in order to find potential opportunities for future studies into the subject. To achieve the proposed objective, we carried out a theoretical-conceptual research through bibliometric and systematic review on the bibliographic portfolio found. Main results show that product platform development has a strong relationship with strategic and technological aspects of organizations, in addition to enabling cost reduction in developing product families simultaneously to variety increase. We concluded that future studies might further deepen regarding the effective contribution of modularity in the product platform development and in platform approach in the service sector, among other opportunities.