Abstract

The purpose of the present study is to develop a strategy that integrates all output and feedback from customers (internal and external) with a view to enhancing the new product development (NPD) performance of a manufacturing company. This study combines theory and practice to develop a framework using three analytical dimensions that can be used to identify and solve the problems that arise in NPD strategy implementation. The applicability of the model is demonstrated in a case study. This model can be utilized to investigate the effectiveness of the work procedures, focus on routine jobs, value creation, and self-drive of NPD department members. The proposed analysis of process re-engineering strategy is potentially of benefit for quality improvements and NPD performance in manufacturing firms.  

Key words: Process re-engineering, new product development, six sigma, customer orientation, value chain.

Abbreviation

NPD, New product development; BPR, business process reengineering;DMAIC, ‘define’, ‘measure’, ‘analyze’, ‘improve, and ‘control’; ROI, return on investment;IPI, integrated performance index; VCA, value chain analysis; CVCI, customer value-chain involvement.