Commercialization within Advanced Manufacturing: Value Stream Mapping as a Tool for Efficient Learning

Due to the recent drop in oil prices and high environmental dynamism, organizations delivering in affected markets need to identify ways to reduce time to market (TtM) and cost of non-quality (CONQ) of their commercialization processes, in addition to pursuing and developing new markets. In order to survive over time, organizations need to manage knowledge for both exploitation and exploration, utilizing existing competencies and acquiring new ones. This paper discusses the study of a multinational organization's commercialization process of two large and complex projects and their R&T/D (research and technology/ development) and NPI (new product introduction) processes. The two projects are chosen as they represent two ends of a continuum scale of exploration and exploitation. The first project relies primarily on new knowledge, capabilities and skills and the second on existing ones. The data is collected through an exploratory case study based on observation of a two-day value stream mapping (VSM) workshop conducted for each of the projects. In addition to the case study, the analysis in the article is based on archive data such as emails, hour bookings from the organization's ERP-system, technological and financial reports, presentation material, and internal and external announcements. This article's novelty is derived from the depth of the insights provided in the case and the rich and detailed data gathered. The findings provide a review of the operational challenges and best practices for reducing TtM and CONQ of the commercialization process in the context of advanced manufacturing.