Exploring the role of design in the new product development process towards circular business innovation: Systematic literature review and future directions

To safeguard our planet from the threats of resource depletion, pollution and climate change, a fundamental change in our production, consumption and lifestyle choices is required.Companies and designers play a central role in this transformation and are called to action by implementing New Product Development (NPD) design strategies for sustainable and circular innovation.This systematic literature review investigates the intersection between product design, new product development process and sustainability, addressing critical questions: How can design within the NPD process support organizations in moving toward sustainable and circular innovation?What challenges and obstacles hinder the incorporation of circular design practices into the NPD process?The study provides a comprehensive examination of circular design techniques, exploring their strengths, limitations, and obstacles to widespread adoption.Furthermore, the analysis charts a path for future research efforts, outlining directions that seek to harmonize NPD design processes with the circular economy, ensuring a balanced and sustainable approach to business innovation.