Role change of design engineers in product development

Product development is recognized as cross-functional, knowledge-intensive work that has become increasingly important in the fast-paced, globally competitive environment. Researchers and practicing managers contend that design engineers may play an important role in product development efforts. However, their effect on the product development process is not well understood and the extent of their impact on product development performance has not been adequately accessed. This research defines the changing role of design engineers, and it discusses their impact on setting clear project targets and sharing knowledge about customers. The study investigates the impact of these variables on product development productivity. Data collected from 205 manufacturing firms were used to create valid and reliable instruments to assess role change of design engineers, clarity of project targets, shared knowledge about customers and product development productivity. Results from structural equation modeling indicate that as the role of design engineers expands the clarity of project targets increase. This increase impacts the extent of shared knowledge about customers. Increases in the clarity of project targets and shared knowledge about customers appear to enhance product development productivity.