Title: The strategic choice of simultaneous versus sequential engineering for the introduction of new products

Authors: Johann c.k.h. Riedel, Kulwant S. Pawar

Addresses: Wolverhampton Business School, Wolverhampton Polytechnic, UK. ' Department of Manufacturing Engineering and Operations Management, Nottingham University, UK

Abstract: This paper focuses on the under-researched interaction of manufacturing strategy and design. A review of the manufacturing strategy literature and its consideration of design is followed by an analysis of the strategic choice between sequential and simultaneous engineering for the introduction of new products. Two case studies are used to highlight the issues involved and to produce guidelines which may be used in the formulation of a strategy involving the strategic choice between sequential and simultaneous engineering. The paper develops the concept of design strategy and concludes with research implications.

Keywords: design strategy; manufacturing strategy; new products; sequential engineering; simultaneous engineering; new product introduction; NPI; concurrent engineering.

DOI: 10.1504/IJTM.1991.025892

International Journal of Technology Management, 1991 Vol.6 No.3/4, pp.321 - 334

Published online: 25 May 2009 *

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