A framework for the Alignment of New Product Development and Supply Chains

Purpose: The purpose of this paper is to develop a framework that explains how new product development and supply chain variables are related to one another and how they affect performance. Design/methodology/approach: The insights from literature and an exploratory case study are combined to develop an alignment framework, which is then tested using a multiple case study design. Findings: Variety, modularity, and innovativeness are the product features that are taken into account when studying alignment. From the supply chain viewpoint, configuration, collaboration, and coordination complexities are the variables that matter. Innovativeness is found to have a stronger effect than variety on supply chain complexity. In addition, there is evidence that matching product features with supply chains improves performance. Originality/value: The paper provides empirical support to the relationships among the variables within the alignment framework. There is evidence that product innovativeness, a variable so far neglected in the alignment literature, can have a critical impact on the supply chain. Furthermore, supply chain complexity must be adequately adapted, depending on the product features.