How a well-structured Product Development System may facilitate competitive advantage — The case of Toyota

Discussing the benefits of a well-structured Product Development System, by analyzing the efforts of Toyota, in assisting companies’ efforts to achieve and sustain competitive advantage. Can such a system eventually hamper the company’s efforts to compete in highly demanding circumstances, like the “electric car” era?

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Dekkers (2017) highlights how critical it is to efficiently integrate technologies and inventions when designing and engineering a new product or service, because that defines eventually the potential positive outcome that might be derived during the different stages of product life-cycle. And he also describes the importance of a new product development system because it ensures the proper linkage between the conception of an idea or invention and its market launch.

As a result, it seems evident that the effective development of a product, a process that may be guaranteed by a well-structured Product Development System (PDS) in place, may secure its…