Design of an evaluation methodology for the service design and development process from concurrent engineering: The case of the advertising sector

This paper presents the design and validation of a methodological proposal for the evaluation of the Advertising Design and Development Process (ADDP) from the perspective of Concurrent Engineering (CE). First, a model for the ADDP that allows the concurrence of activities was design and then an evaluation methodology was established. As result of the methodology, a measurement instrument was developed integrating organizational, technological, human, information and market factors to detect failures during the PDCA cycle. Finally, this instrument was validated to make the necessary adjustments so that the measurement tools are correctly raised.