Exploiting supplier capabilities to maximise product design opportunities in the fuzzy front end activities

Abstract

This paper explores the Fuzzy Front-End (FFE), i.e. the first phase of the Product Design and Development process where a company formulates a product concept to be developed and decides whether or not to invest resources in the further development of an idea. Our goal is to understand how companies leverage supply chain capabilities to improve product design opportunities in order to obtain optimized product concepts in the FFE. From the analysis of our pilot study, the results suggest that FFE is organized differently depending on design requirements and supply chain capabilities and that matching design requirements with supplier capabilities during the FFE improves performance. Therefore, the findings indicate that the proposed Conceptual Framework has the potential to be used by companies to design their FFE and to enhance the use of supply chain capabilities in their product design activities.