A novel approach to product design and development in a concurrent engineering environment

Abstract In this paper the early design-marketing interface for the design and development of industrial products in a concurrent engineering environment is examined. Marketing concerns, contributions, and constraints are most appropriately reflected in the final product when there is a collaboration and dialogue between designer and marketers at the conceptual phase of the product development cycle. In order to effectively achieve such collaboration, an algorithm containing four steps is proposed. These steps ensure that the consumer requirements and preferences are recognized and communicated in a timely, relevant and accurate format so that they are incorporated in the physical embodiment of the product. It is eventually the collaboration between the marketers ' critical utility factors and the designer's design specification or functions that determines the form, fit and function of the product. The effective collaboration between marketing and design function is not feasible unless there exist full support and cooperation of top management and an institutional culture that can instill and foster such a collaboration.