Table Of Contenti
Praise for Product
design and the suPPly
chain
‘Omera Khan has beautifully bridged the yawning gap between “product
design” and “supply chain design” – a gap that has existed since the
logistics/supply chain domain became an accepted management
discipline over 50 years ago. Her emphasis on conscious “design” of
the supply chain rather than the inside-out style of thinking that has
prevailed to date is very refreshing. And she backs up her case with
an impressive array of case studies. This book is long overdue, and a
must read for l eaders of all corporate functions.’ Dr John Gattorna,
global supply chain thought leader and author, adjunct Professor,
University of Technology, sydney, and executive Chairman, Gattorna
alignment
‘In an accelerating world, this book provides an essential insight into
the deep relationship between product design and the supply chain,
and how many of the world’s most successful businesses have used this
intersection as a point of generating significant competitive advantage.’
Vikas shah, MBe, Managing Director and Ceo, swiscot Group
‘A very thoughtful and insightful analysis identifying the complex
requirements for designers to be aware of for their route to market and
then identifying how to maximize their chances of success in their highly
competitive marketplaces. The analysis is significantly enhanced through
the use of highly relevant case studies.’ Michael Proffitt, former Ceo of
Dubai Logistics City
ii
‘New products are the lifeblood of the business. However, the m ajority
of new products never make it to market and those that do have a failure
rate as high as 45 per cent. To be successful, new product development
and commercialization must be cross-functional and cross-firm, and
representatives from product design must be key members of the team.
In this book, Omera Khan documents how product design can be used
to improve the chances of launching successful new products while
considering supply chain risks, the need for agility and the organization’s
sustainability goals. Numerous company examples are provided to
illustrate how the integration of design and supply chain management
were key to new product success.’ Doug Lambert, Mason Chair in
Transportation and Logistics, and Director, The Global supply Chain
forum, fisher College of Business
‘An essential read for those wishing to understand the importance
of design, its relationship with the supply chain and its impact on a
business.’ James Dracup, Managing Director, Macnaughton Holdings
iii
Product Design and
the supply Chain
Competing through design
Omera Khan
iv
Publisher’s note
Every possible effort has been made to ensure that the information contained in this book
is accurate at the time of going to press, and the publisher and author cannot accept
responsibility for any errors or omissions, however caused. No responsibility for loss or
damage occasioned to any person acting, or refraining from action, as a result of the
material in this publication can be accepted by the editor, the publisher or the author.
First published in Great Britain and the United States in 2019 by Kogan Page Limited
Apart from any fair dealing for the purposes of research or private study, or criticism or review, as
permitted under the Copyright, Designs and Patents Act 1988, this publication may only be repro-
duced, stored or transmitted, in any form or by any means, with the prior permission in writing of
the publishers, or in the case of reprographic reproduction in accordance with the terms and
licences issued by the CLA. Enquiries concerning reproduction outside these terms should be sent
to the publishers at the undermentioned addresses:
2nd Floor, 45 Gee Street c/o Martin P Hill Consulting 4737/23 Ansari Road
London EC1V 3RS 122 W 27th St, 10th Floor Daryaganj
United Kingdom New York, NY 10001 New Delhi 110002
www.koganpage.com USA India
© Omera Khan, 2019
The right of Omera Khan to be identified as the author of this work has been asserted by her in
accordance with the Copyright, Designs and Patents Act 1988.
ISBN 978 0 7494 7823 0
E-ISBN 978 0 7494 7824 7
British Library Cataloguing-in-Publication Data
A CIP record for this book is available from the British Library.
Library of Congress Cataloging-in-Publication Data
Names: Khan, Omera, 1976- author.
Title: Product design and the supply chain : competing through design / Omera
Khan.
Description: London, New York, NY : Kogan Page Limited, [2018] | Includes
bibliographical references and index.
Identifiers: LCCN 2018015884 (print) | LCCN 2018029586 (ebook) | ISBN
9780749478247 (ebook) | ISBN 9780749478230 (pbk.) | ISBN 9780749478247
(ebk.)
Subjects: LCSH: Business logistics. | Product design.
Classification: LCC HD38.5 (ebook) | LCC HD38.5 .K447 2018 (print) | DDC
658.5/752--dc23
Typeset by Integra Software Services, Pondicherry
Print production managed by Jellyfish
Printed and bound by CPI Group (UK) Ltd, Croydon, CR0 4YY
v
Shaan and Afra
vi
THIS PAGE IS INTENTIONALLY LEFT BLANK
vii
CoNTeNTs
List of figures xi
List of tables xiii
About the author xv
Foreword xvii
Acknowledgements xix
01 setting the design agenda 1
Introduction 1
What this book isn’t about – and what it is about 7
What is design? 10
Case study: the pains of growth: Tesla’s supply chain 12
How design impacts competitiveness 15
Design and the supply chain 18
Case study: ECCO: balancing cost and complexity 20
Developing a shared agenda: design and the supply chain
working together 24
Checklist: questions for design professionals 27
Checklist: questions for supply chain professionals 27
Notes 28
References 28
Further reading 29
02 The interface between product design and the supply
chain 31
Introduction 31
The design-centric business 34
The supply chain begins on the drawing board 40
vviiiiii Contents
Case study: New Look: competing through
the design–supply chain interface 45
Constrained design versus unconstrained design 48
The 4Cs: aligning product design with the supply chain 50
Case study: General Motors 56
Checklist: questions for design professionals 59
Checklist: questions for supply chain professionals 59
References 60
Further reading 61
03 Product design and supply chain risk 63
Introduction 63
Sources of risk 68
Strategies for reducing design risk 74
Formal risk minimization methodologies 78
Checklist: questions for design professionals 86
Checklist: questions for supply chain professionals 86
References 87
04 Product design and the pursuit of agility 89
Introduction 89
Virtual success: the development of the Boeing 777 89
Agility through concurrent engineering 97
Case study: Johnstons of Elgin: agility as a counter to cost
competition 114
Checklist: questions for design professionals 118
Checklist: questions for supply chain professionals 119
References 120
Further reading 121
05 Product design and sustainability 123
Introduction 123
Partnership for good: supplier collaboration in action 123
Contents iixx
Design decisions matter 127
Case study: Coca-Cola: ‘rightsizing’ containers saves plastic
and reduces shipping costs 142
The desiderata of sustainability 146
Checklist: questions for design professionals 149
Checklist: questions for supply chain professionals 150
References 151
Further reading 152
06 Building bridges: making the change 153
Introduction 153
The journey ahead 153
Defining the challenge 159
Making the change 162
Checklist: questions for design professionals 182
Checklist: questions for supply chain professionals 183
References 184
Further reading 185
Appendix 187
Glossary 215
References 217
Further reading 227
Index 229
