The concurrent process shows a simultaneous development process where all functions of the marketing, engineering and operations are involved from beginning to the final stage of product launch. In the first stage, marketing has a major effort but other functions also have a role. During the product design phase, marketing reduces its effort but not to zero, while engineering has the major role. Finally, operations picks up the lead as the new product is tested and launched into the market. Concurrent process is shown below:
2. What could be done to clarify the organizational relationship between product managers, technical program managers and manufacturing