This work has the purpose of understanding how the new product development (NPD) process is structured for companies that belong to the fashion industry. Moreover, it intends to define a complete framework of the sustainability practices, of the drivers and the barriers that push and hinder the companies of this industry towards the adoption of those practices for the NPD process. The last purpose is to pinpoint possible common NPD process structures and practices between companies similar for the context variables. The analysis has been conducted through the study of 14 exploratory and explanatory cases, which have as unit of analysis the new product development process characterized by the greatest number of practices useful both for a direct improvement of product sustainability and to facilitate its integration in the process. The information have been collected through semi-structured interviews addressed to company managers with competencies about the theme, enriched with information available on secondary sources. The cases study has led to the definition of a NPD process structure and of a list of sustainability practices specific for each company of the sample. Furthermore, the context variables and the drivers and the barriers to the adoption of these practices have been determined. According to this analysis, 12 out of 14 brands of the sample have been gathered into four clusters, each one composed by similar context variables, NPD process and practices. The two companies excluded are incomparable with the others. The research results demonstrate that companies included in a same group have a NPD process structure and a sustainability approach alike. This research has the value of general study about the NPD process, the practices, the drivers and the barriers to the sustainability that characterise a specific industry and enriches the studies about the sustainability in the Italian fashion brands. Although the sample respects the numerosity criterions, would be appropriate to validate the results with a larger sample.
Questo lavoro è volto a comprendere come è strutturato il processo di sviluppo nuovo prodotto (SNP) per aziende che operano nella fashion industry. Inoltre intende definire un quadro completo delle pratiche di sostenibilità, dei driver e delle barriere che spingono e ostacolano le aziende di questo settore verso l’adozione di tali pratiche per il processo di SNP. L’ultimo obiettivo è quello di individuare strutture di processo di SNP e pratiche comuni ad aziende simili per variabili di contesto. L’analisi è stata condotta mediante lo studio di 14 casi esplorativi ed esplicativi, aventi come unità di analisi il processo di SNP caratterizzato dal maggior numero di pratiche utili o al miglioramento della sostenibilità del prodotto o a facilitare la sua integrazione nel processo. Le informazioni sono state raccolte attraverso interviste semi-strutturate rivolte a responsabili aziendali con competenze sul tema, arricchite con informazioni reperibili da fonti secondarie. Lo studio dei casi ha portato alla definizione di una struttura di processo di SNP e di un elenco di pratiche di sostenibilità specifici per ciascuna azienda del campione. Quindi si è passati alla valutazione dei driver e delle barriere all’adozione di queste pratiche ed infine sono state determinate le variabili di contesto che caratterizzano ciascuna azienda del campione. In funzione di questa analisi, 12 delle 14 brand del campione sono state raggruppate in quattro cluster, ognuno costituito da variabili di contesto, processo di SNP e pratiche analoghi. Le due aziende escluse sono risultate incomparabili alle altre. I risultati della ricerca dimostrano che aziende incluse in uno stesso gruppo hanno una struttura di processo di SNP e un approccio alla sostenibilità uguali. Questa ricerca ha il valore di studio generale sul processo di SNP, sulle pratiche, sui driver e le barriere alla sostenibilità che caratterizzano uno stesso settore e arricchisce gli studi sulla sostenibilità nelle aziende italiane del fashion. Nonostante il campione rispetti i canoni di numerosità, sarebbe opportuno validare i risultati con un campione più ampio.
The sustainability in the NPD process : a case-based analysis of Italian fashion brands
LABBRE, FRANCESCA;LENARDUZZI, ALICE
2013/2014
Abstract
This work has the purpose of understanding how the new product development (NPD) process is structured for companies that belong to the fashion industry. Moreover, it intends to define a complete framework of the sustainability practices, of the drivers and the barriers that push and hinder the companies of this industry towards the adoption of those practices for the NPD process. The last purpose is to pinpoint possible common NPD process structures and practices between companies similar for the context variables. The analysis has been conducted through the study of 14 exploratory and explanatory cases, which have as unit of analysis the new product development process characterized by the greatest number of practices useful both for a direct improvement of product sustainability and to facilitate its integration in the process. The information have been collected through semi-structured interviews addressed to company managers with competencies about the theme, enriched with information available on secondary sources. The cases study has led to the definition of a NPD process structure and of a list of sustainability practices specific for each company of the sample. Furthermore, the context variables and the drivers and the barriers to the adoption of these practices have been determined. According to this analysis, 12 out of 14 brands of the sample have been gathered into four clusters, each one composed by similar context variables, NPD process and practices. The two companies excluded are incomparable with the others. The research results demonstrate that companies included in a same group have a NPD process structure and a sustainability approach alike. This research has the value of general study about the NPD process, the practices, the drivers and the barriers to the sustainability that characterise a specific industry and enriches the studies about the sustainability in the Italian fashion brands. Although the sample respects the numerosity criterions, would be appropriate to validate the results with a larger sample.| File | Dimensione | Formato | |
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https://hdl.handle.net/10589/107704