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) processes for sustainable innovation. This systematic literature review investigates the intersection between product design, new product development process and sustainability, addressing critical questions: How does design influence the NPD process, driving companies towards circular innovation? What circular design practices have been integrated into NPD processes and how? 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 harmonise NPD design processes with the circular economy, ensuring a balanced and sustainable approach to business innovation.