Achieving agility in supply chain through simultaneous “design of” and “design for” supply chain

Purpose – The two main constituting elements of the supply chains are “product” and “supply chain operations”, which are highly inter-related across more than one dimension. Many of the drawbacks in the success and sustainability of supply chains often relate to the segregation of these dimensions. This paper seeks to examine the ideas and to propose an integrated approach to facilitate the dynamic and simultaneous design and development of products and supply chains, thus contributing to the notion of agile supply chains. Design/methodology/approach – Two critical areas of product design and development, and supply chain design and management have been studied, leading to the conceptual development of practical models for approaching the subject. The proposed framework then is examined in a field case study in which a number of issues raised in this paper are validated through observing these supply chains. Findings – A detailed view of the model of simultaneous approach to “design of” and “design for” supply chain is developed and proposed. Practical implications – The proposition made by this research work can lead to reconsideration of existing practices in design of products as well as management of supply chain where the decisions at each dimension could be impacted by the circumstances in the other and continued in a dynamic way. Originality/value – It is expected that the research results will contribute to existing practices and approaches in product development as well as in supply chain development and management