Abstract

It is widely recognized that properly conducted early part of the new product development process – conceptualization or fuzzy front end – is vital for new product success. Accurate and timely information during the early phases of the New Product Development (NPD) and design processes reduces rework and lead-time, enables better planning, execution and results. Therefore, the aim of the conceptualization phase can be articulated as in providing information package according to which a decision could be made whether a concept is to be developed further to a product or not. What is the role of the conceptualization in situations where adequate information is not available during the early phases? How should the design and NPD processes – and the conceptualization as a key phase of them – be organized in such highly uncertain and dynamic environments?

COinS
 
Nov 17th, 12:00 AM

Creating Opportunities for Successful Design Decisions in Uncertain Environment.

It is widely recognized that properly conducted early part of the new product development process – conceptualization or fuzzy front end – is vital for new product success. Accurate and timely information during the early phases of the New Product Development (NPD) and design processes reduces rework and lead-time, enables better planning, execution and results. Therefore, the aim of the conceptualization phase can be articulated as in providing information package according to which a decision could be made whether a concept is to be developed further to a product or not. What is the role of the conceptualization in situations where adequate information is not available during the early phases? How should the design and NPD processes – and the conceptualization as a key phase of them – be organized in such highly uncertain and dynamic environments?

 

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