ASSOCIATING PRODUCT DESIGN TO SUPPLY CHAIN MANAGEMENT FOR BUSINESS RESPONSIVENESS

Theeconomy is advancing and developing at animus pace, the entrepreneurs areprogressing by shifting the concept of mass production to quality productionand then providing individual touch to products and services. The consumer hasnow-a-days elated expectations like product variations, shortened productlifecycles. Due to increase of pressure from market, consumers towards qualityimprovements, the supplier has to cater to the demand of the customer byproviding the quality delivery, on time and with the personalised attributes.The product delivery is provided to the customers through firm’s supply chainmanagement network, when the network is intact, it will make the supplyeffective and easy. The way to deal with the increased demand is designing anddeveloping the product on the basis of the supply networks. The competitivenessamong the business tycoons are moving to another level as these businesses areno more competing among themselves but competing between the product supplychains. The current study has discussed that how the problems of supply chainmanagement can be solved and made more responsive by associating it with theproduct design at very initial stage with the help of multiple case studyapproach.