Associating Product Design to Supply Chain Management for Business Responsiveness

The economy is advancing and developing at animus pace, the entrepreneurs are progressing by shifting the concept of mass production to quality production and then providing individual touch to products and services. The consumer has now-a-days elated expectations like product variations, shortened product lifecycles. Due to increase of pressure from market, consumers towards quality improvements, the supplier has to cater to the demand of the customer by providing the quality delivery, on time and with the personalised attributes. The product delivery is provided to the customers through firm’s supply chain management network, when the network is intact, it will make the supply effective and easy. The way to deal with the increased demand is designing and developing the product on the basis of the supply networks. The competitiveness among the business tycoons are moving to another level as these businesses are no more competing among themselves but competing between the product supply chains. The current study has discussed that how the problems of supply chain management can be solved and made more responsive by associating it with the product design at very initial stage with the help of multiple case study approach.