Structuring a new product development process portfolio using decoupling thinking

Abstract

The purpose is to develop a structured new product development (NPD) process portfolio for manufacturing companies that facilitates the organization of NPD processes for both standardized products, focusing on time-to-market, and customized products, focusing on time-to-customer. The research combines different literature streams, enriching and advancing the understanding of decoupling thinking in NPD processes of manufacturing companies. It includes extensive empirical data from six manufacturing companies and presents testable propositions for further research. The resulting NPD process portfolio separates technology development from product development, acknowledges the different drivers and outcomes of processes and addresses the lead-time trade-offs. It provides an overview of potential options for NPD processes and shows different pathways through the processes. Companies can use the portfolio to support decisions related to the overall configuration of their NPD portfolios, the role and the range of different NPD processes, as well as to determine when and how to engage customers.

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