by
Yazan Abu Al Rous , Business Development Expert , Arab Reporters for Investigative Journalism
The Product Development Process PDP requires the involvement of all functions of the organisation, beginning with the marketing, Design, Research and Development, Manufacturing, procurement, finance, legal and other supporting functions whom are all involved in the process directly or indirectly. However, few companies are highly successful more than half the time in launching successful products.
In order to compete and design successful products, a successful PDP process must ensure that the communication channels are always open and that the information flow smoothly across all the different functions. The complexity of the information flow between all the different departments makes it vital to develop a PDP process that allows the information to be processed and transferred across all different function in a smooth and effective way, minimises the time needed for PDP, avoids errors, generates suitable records and project documentation.
It is a fundamental requirement if a company is to deliver a successful product to the market as soon as possible before competition to achieve a competitive advantage; companies must implement an effective communication channels between the different functions and ensures corporation between team members and the information flows across the organisation both vertically and horizontally, everyone are involved and up to date with the latest decisions, tasks and deadlines are met in order to minimise the risks and uncertainties, (Wright, 1998) describes that a good PDP methodology that aids communication must be able to:
1. Generate creative ideas
2. Achieve the project objectives
3. Eliminate or minimise project constraints
4. Generate competitive advantage for the organisation
5. Increase the ability to produce top patentable ideas
6. Provide a platform for dialogue and encourages dialogue
7. Assist staff communicate their ideas to others
8. Assists in evaluating the possible solutions
9. Make thoughts clear to everyone
10. close the gap between the marketing and engineering
11. transfers the customer voice across the PDP
12. Provides the proper documentation and records are maintained for quality procedures to make it easier to trace back and boosts accountability
Designing the right PDP methodology information flow system is not an easy task, failure to develop effective communication channels across the PDP functions may result in the delay of the project, loss of time and resource or even worse in the case where the product makes its way through to the mass production phase it will have severe consequences on the organisation that may cost the company millions in losses, an example of that is the 1986 car Yugo (CBSNew.com, 2009), the car have been reported to have Safety issues, engine problems and was a disaster in terms of engineering and design.
The information provided for New PDP requires implementing a good PDP methodology that encourages creativity in the designs, ensure and understanding between all PDP team members and the staff are able to communicate their ideas and express their opinions to others, improves the staff ability to understand problems and evaluate solutions and agree to take actions to deal with these problems, establishes quality culture to minimise risks and errors along the project period and aids dialogue and communication across the PDP. (Wright, 1998)
References:
Karl T. & Ulrich, N. (2007) ‘Product Design and Development’ McGraw-Hill Education, Singapore, 4th Ed
Wright, I., (1998: 1) ‘Design Methods in Engineering and Product Design’ McGraw-Hill Publishing Company, P. 1- 100
CBS News, (2009) ‘the End of an Error: Yugo Stops Production’ - CBS News. [Online] Available at: [Accessed 05 May 2013].
