پیکربندی پویای زنجیره تامین به عنوان یک نتیجه از توسعه محصول جدید

This study considers supply chain network configuration in an innovative environment while the new product development (NPD) will affect the supply chain configuration (SCC). The time of new product introduction has a significant effect on the market performance while it has an effect on the supply chain configuration. Supplier integration into the new product introduction is the key parameter for successfully new product introduction, which may contribute to supply chain reconfiguration. Consequently By considering the new product development concept, we may face with dynamic supply chain configuration during a planning horizontal time. In this study, a new model is presented to consider the dynamic configuration of a supply chain by developing new products. In the proposed model, the dynamic configuration of a supply chain and the new product launching time is optimized simultaneously. The proposed model considers production, sales and transportation planning for the entire supply chain in order to achieve an integrative and efficient supply as well. Then some numerical analyses have been done to show the applicability of the proposed model. The results show that the new product development has a significant effect on the configuration of supply chain.

In the recent years by raising competition in the market, products life cycle has shortened and new product design and its introduction to the market is a key factor to be alive in the market. In many industries, firms should reduce the cost of new products development and facilitate the smooth launch of new products in such a competitive environment [1]. Lunching a new product in a firm depends on its designing aspect, as an internal effect, and external aspect in the supply chain (SC) outline. The first one is related to firm’s expert’s abilities to use technologies and considering customer specifications. Second aspect, depends on supply chain elements and their flexibility and integration to the new product introduction. As noted by Forza et al. [2] supplier selection, their engagement and their involvement timing are critical factors of successful NPD process, which should be decided by product development team. As another study in the literature, Petersen et al. [1] discussed that supplier integration in the new product development process has direct impact on the supply chain configuration decisions. Therefore, SC elements integration, supplier selection, supplier involvement time and an optimal configuration of the supply chain are the requirements for achieving beneficial new product diffusion. Consequently, Supply chain should adapt to market changes to gain sustainable competitive advantage [3] which relies so heavily on marketing and supply chain interactive coordination. By expanding the field of vision, it is obvious that the supply chain configuration should be changed by considering the new products because of dynamic marketing demands, so in this study it is assumed that the supply chain configuration is dynamic during the products life cycles. Rollover strategy, new product introduction and old product phasing out, is highly influential parameter for the SCC and NPD problem. In the case of product rollover, time of introducing new product and phasing out the old product is key parameter and has an effect on firms’ performance and their related supply chain as well. We refer to Lim and Tang [4] study for more details about the tradeoff between the introduction and phasing out for an individual firm. We can find two main rollover strategy studied by Billington et al. [5] in the literature. They proposed two product rollover strategies namely single-product roll and dual-product roll. In the single-product strategy, the old product is phased out first then the new product is introduced, consequently the firm produces only one of the old or new products in a moment. Nevertheless, in the dual-product strategy both products can be produced concurrently so the old product phasing out and the new product introduction are occurred distinctly. These strategies should be considered in the supply chain and examine their properties and preferences. In the presented model of this paper, single-product roll is considered as the rollover strategy. In another hand Petrick and Echols [6] categorized the new product production specifications by required system and components in three sections as follows: new product constructed by new component using existing system, new component constructed by new system and the condition which existing component is operated by the new system. This is also the other essential parameter for the proposed problem. As Amini and Li [7] mentioned, after the NPD and SCC decisions and during the product life cycle, production and sales planning for the firms and transportation for the whole supply chain are the only part of big picture. In this study, we attempt to model interaction of NPD and SCC problems. In the simulated supply chain (SC), we consider a five echelon SC with multiple firms, which individually decide to introduce new products. In the proposed model, the supply chain configuration and the time of new product lunching are optimized simultaneously because of their effects to each other. It is clear that new product lunching should be done in a firm continuously to have the competitive advantage, so in the proposed model it is assumed that the SCC is dynamic and will be changed in different periods according to the new product development. Moreover, production, sales and transportation planning of the supply chain are considered during the new product development and supply chain configuration decisions. For better illustration, a sensitive analysis of more effective parameters of the problem such as reconfiguration cost and product life cycle are considered and their effects on the supply chain configuration and product rollover during different periods are discussed in the paper. The rest of this paper is organized as follows. In Section 2, a brief literature review of the problem is documented. In Section 3, the proposed model of the dynamic supply chain configuration is presented. For more illustration, numerical studies and a sensitive analysis have been done in Section 4 and finally, conclusions are demonstrated in Section 5.

This study attempts to form integrated supply chain for the new product introduction and explicitly handling additional practical issues such as production, sales and transportation planning. The problem horizon starts from old product life cycle and continues to the new product introduction and its subsequent life cycle. By considering the new product introduction in a competitive market a dynamic configuration of supply chain based on the product life cycles were investigated in this study. A new model of supply chain network configuration considering new product development was proposed. In this model dynamic supply chain configuration are optimized while new product introduction time and supplier’s engagement and involvement time are determined simultaneously. Three simulated electronic device supply chain was considered to show the applicability of the proposed model. Examples are different in number of supply chain nodes and product bill of material as critical parameters. The results showed that by using the proposed model the supply chain total benefit will be increased because of its reconfiguration and new product development which are interconnected. For each example two configurations are presented, one for old product configuration and other is related to the new one. More over the sensitivity analysis showed that the products demand functions overlaps and new product life cycle shape have a significant effect on the new product lunching time and supplier involvement time and related configuration of a supply chain. Considering a solution approach for large scale instances of the proposed model can be considered as future work. As another suggestion, the problem can be investigated with stochastic parameters such as demand.