Chang-Lin Yang

Department of Business Administration

Fu Jen Catholic University, University, Taiwan, R.O.C.

Hung-Kung Hsu*

Graduate Institute of Business Administration

Fu Jen Catholic University, Taiwan, R.O.C.

Department of Business Administration

China University of Technology, Taiwan, R.O.C.

*Corresponding Author: This email address is being protected from spambots. You need JavaScript enabled to view it.


New product development is a key element of sustainable business. Although mass production brings both excellent and cheap products, overproduction has become a difficult problem for enterprises. Enterprises must develop appropriate new products, and must have a systematic thinking design strategy. The ability of enterprises to develop appropriate products will be a key advantage for sustainable business. Although many tools for product development are getting better (6σ, TRIZ, DFM, DFA), most tend to improve product stability. Some tools propose comprehensive management thinking (DFSS, PLM, QFD), but still neglect key product design strategies. This study is mainly to construct an optimal new product development design strategy matrix. Its purpose is to explore how to meet the needs of the consumer market under technical constraints when developing new products, in order to reduce the loss of design and the loss caused by overproduction. The design strategy matrix can sequentially view relevant design parameters (users, competing products, third-party information and design decisions); then compare with competing product CP values. It is expected that at the beginning of the design, product design specifications with market competitiveness and technical feasibility can be confirmed to propose an optimal product design strategy, and then continue the new product development process.

Keywords: New product development, design strategy matrix, sustainable business

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