This is a case study on the application of concurrent engineering for reducing the product development time in a watch-making firm. By using a horizontal interaction process, overlapping phases of development, carrying frequent reviews and cross-functional teaming the company reduced the product development cycle time. Concurrent engineering helped Titan watches to develop watches in a shorter time and increase product variety through horizontal interactions. These require coordination and cohesive teamwork. The benefits have been substantial. Competition is inducing every firm to shorten product development time and work in an integrated manner.
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