Evolution of product development in Japanese automobile firms

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Evolution of product development in Japanese automobile firms

Muffatto, M.

In Japanese firms, new product development is currently undergoing a period of transition. Firms are seeking new elements of competitivity after the recovery of the performance of product development in American and European firms. In particular, the product development model, based upon a product variety strategy, which was adopted by Japanese firms during the pre-1990 period of continuous growth, is changing. The crisis of the model highlights some negative aspects of both the strategy and organization of product development and, simultaneously, underlines the need for a shift towards a lean design perspective. In order to develop the lean design perspective, the origins and the performance of a strategy based on product variety need is analysed. Product variety is also studied in relation to the dimensions of market, production and product planning and the evolution of the product variety strategy is analysed. Particular attention is paid to the evolution of the automobile product structure in relation to product planning activities. So the platform concept is taken into account both from a technical and an organizational point of view. The strategic and organizational implications from a multiproject management perspective are also analysed.