INTRODUCING CONSTRAINTS TO ENHANCE INTEGRATION AT THE DESIGN-MANUFACTURING INTERFACE OF NEW PRODUCT DEVELOPMENT

Enhancing integration at the design-manufacturing interface in new product development is increasingly important for industrial players to keep up with shorter product lifecycles and innovative dynamics. While abundant research addresses the topic, industrial adoption remains incremental. The paper identifies insufficient recognition of organizational factors and over-emphasized complexity as possible hindrances in industrial application of existing theory. A new approach is outlined that introduces constraints as stimuli to consider manufacturability aspects in the design process. Recent observations in new venture creation and the psychological nature of design processes serve as inspiration. The approach is developed in the empirical context of electrified powertrain systems; initial analyses indicate significant potential for enhanced integration. Explorative case studies are planned to identify constraint designs and forms of organizational embedding that are able to influence product and process engineering. CAD software add-in, motion-time system analyses and manufacturing cost projections are developed as proxies to be introduced as constraints in the design process.