This research advocates the need for adopting intelligent design technology for enhancing manufacturingcompetitivenessof Indian firms. The word ¯computer-aided has been intentionally added so as to ensure that readers do not confuse this work with that of studies on ¯Intelligent Design 1. Instead, the focus here is on the use of improved design methods governed by design thinking to improve firm-level competitiveness as related to cost, quality, flexibility and delivery. Technologies (including and not only limited to computer-aided technologies) support design activities and processes. Thus all possible computer-aided systems (CAx-systems) that support design are classified under design technology. These may be hard, soft or hybrid technologies. Design-for-X (DFX) methodologies and concurrent engineering (CE) practices are classif ied in literature as soft technologies. Such practices offer significant benefits to the firm when adopted right from the concept stages of product development. However, it is observed that concurrent engineering is generally not practiced in Indian firms.
While design technology has made signif icant advancements, the potential locked in the existing technology is yet to be realized by the Indian industry. The motivation behind this study, therefore, arises from a pertinent research question related to the Indian organizations: Why soft technology is so hard to absorb? Consequently, why concurrent engineering practices are not adopted by Indian firms? It may be noted that, CE, like TQM, is a soft technology. It is a methodology governed by design thinking. Likewise ¯design for x is an approach that brings downstream concerns upfront into the design stage and can be classif ied under soft technology. One key assertion in this research is that all f irms have a certain design-def icit that inhibits the organization from absorbing superior design technology. Keeping India‘s developmental challenges in mind the research recommends the use of such softtechnologiesforovercoming this deficit and, thereby, enhancing competitiveness.
While positioning the domain of research inquiry, the key dimensions of interest are: (i) the timeline of design research, (ii) design related competitive priorities of Indian manufacturing, (iii) technology classification framework, and (iv) organizations of interest for exploring the answers to research questions. The first dimension is along the timeline of design research spanning over a century which provides the backdrop for the research. The study reviews developments in design technology by focusing on advancements over last fifty years. It then narrows down to developments in the eighties and early nineties where intelligent design technology was developed underscoring the need for widening design perspectives on manufacturing competitiveness. The second dimension positions this study with reference to the need for enhancing global competitiveness of Indian manufacturing. Competitive priorities having a greater dependence on design technology are identified. Yet another dimension tries to position the research along various technology classification frameworks. Sincecomputerized technology has the potential for enhancing ¯systemic capabilities (as opposed to ¯point capabilities), Indian manufacturing, accordingly, needs to adopt a suitable socio-technical systems framework to effectively absorb technology for gaining competitiveness. The industrial segments identified for this study are selected accordingly.
Since 70–80% of costs are committed during the design stage, the potential for concentrating efforts during the design and development stages are enormous. Indian industry needs to exploit these opportunities. The research, therefore, aims to track the design def icit in organizations representing manufacturing, housing, engineering services, and the cottage industry. Part of this research focuses on the professional higher education sector as the means for supporting the skilled manpower requirements of the Indian manufacturing sector. The case-studies chosen are from these sectors. A case-study research methodology is undertaken to answer the research questions and make some valid propositions.
