Managing the simultaneous execution of coupled phases in concurrent product development

Concurrent engineering (CE) calls for the simultaneous execution of coupled product development phases. One approach to simultaneous execution involves performing a downstream information absorbing product development phase concurrently with an information supplying upstream phase. However, such simultaneous execution of coupled phases, in the absence of careful management, can lead to substantial deterioration in the product development performance. In this paper, the author presents the managerial implications of a model-based framework to manage the risks involving the simultaneous execution of coupled development phases. He describes how the framework would apply to an automobile instrument panel development process, and discusses the changes in organizational perspective required for successful simultaneous product development.