Supply Chain Design for New Product Launch Process

Open Access
Li, Guan
Area of Honors:
Supply Chain and Information Systems
Bachelor of Science
Document Type:
Thesis Supervisors:
  • Frank Chelko, Thesis Supervisor
  • Francis Lawrence Chelko, Thesis Supervisor
  • John C Spychalski, Honors Advisor
  • Supply chain management
  • New products
The increased competition, the shift to a customer-driven market, and product variations have increased pressure on today‘s companies to develop new products with shorter cycle times. However, there is much uncertainty in the product launch process. Companies have invested significant resources to make the product launch successful and mitigate any negative effects. Launching a new product into the competitive market requires company managers to develop an optimal supply chain system that aligned with the company‘s overall strategy. An effective supply chain is needed to respond to the fast changes in demand or other unexpected disruptions in the new product launch process. In order to identify the opportunities and challenges in the new product launch process, this thesis will explore the supply chain design based on the SCOR model and study the integration of supply chain management into the new product launch process. This research is relevant to executive level managers since it provides companies with guidelines to make critical supply management decisions for the new product launch process. This initial research is tailored for the consumer goods manufacturing industries, but can be adapted to other product and services industries.