Title: Enhancement of product design capability in the high-tech manufacturing industry

Authors: Tun-Chih Kou; Chang-Tang Chiang; Bruce C.Y. Lee

Addresses: Department of International Business, Ming Chuan University, Taipei, Taiwan ' Department of Information Management, Chinese Culture University, Taipei, Taiwan ' Department of Finance and International Business, Fu Jen Catholic University, New Taipei, Taiwan

Abstract: Satisfying customer demand represents a challenge for product designers because manufacturers must clearly understand what design aspects meet customer desires to obtain a competitive advantage in the market. However, little empirical articles focus on examining robust design capability connects new technology and aesthetics, matches the manufacturing process, and meets customer needs. This paper addresses gaps and proposes a conceptual model that assesses the relationship among internal cross-functional coordination, external solid supply chains, and customer orientation, and design capability. The conceptual model was tested by 240 self-administrated questionnaires from contract manufacture practitioners in Taiwan and analysed by structural equation modelling (SEM). The results provide evidence that interfunctional coordination is a basis for building more effective supply chain architecture and customer orientation. Additionally, supply chain and customer orientation positively affect design capability, and design capability plays the critical role as a mediator in the improvement of new product performance. Implications are discussed.

Keywords: product design; new product development; NPD; technology; systems; supply chain architecture.

DOI: 10.1504/IJBSR.2021.118786

International Journal of Business and Systems Research, 2021 Vol.15 No.6, pp.786 - 806

Received: 06 Sep 2019
Accepted: 20 Jan 2020

Published online: 28 Oct 2021 *

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