Purpose – The purpose of this paper is to investigate the alignment between product design and the supply chain and to identify how this alignment impacts on a firm's supply chain responsiveness and resilience. Design/methodology/approach – An in‐depth case study methodology was adopted to...

Purpose – The purpose of this paper is to investigate the interface between product design and the supply chain and to develop a roadmap to the design centric business through better management of this interface. Design/methodology/approach – A case study approach is adopted. This enabled...