Managing quality in the product development process: impact and implications through case study evidence

The purpose of this paper is to evaluate different quality approaches in managing innovation and new product development (NPD) and to examine these with particular reference to the quality enablers/mechanisms that each approach provides. An attempt has also been made to provide an introduction to the concept of "integrated quality management system". The original research objectives and the methodology are outlined along with the study framework. The paper details only one aspect of the research framework NPD process perspective. Two case studies of quality system practices in R&D organisations are used as a basis for developing a model and identifying key issues. The two companies studied have promoted change towards more flexible approaches to innovation quality. The findings suggest that those companies that adopt a strict approach are in danger of not meeting the need for formality and flexibility while at the same time satisfying regulatory requirements. Our analysis of the requirements suggests a reference framework that supports managers in assessing the quality needs and argues for the combined use of formal standards and improvement initiatives to establish a total quality culture in R&D. The proposed framework for such a system interprets effectiveness in terms of appropriateness and efficiency of execution and provides a natural order for attention in terms of utilising different quality approaches.