INGENIEUR
Figure 3: Model of Concurrent Engineering (CE) (by Olsson)
i. Scrap product for parts that can be
reprocessed to perform similar functions
or for other applications.
ii. Reusing by-products and process residue
or recycling utilities such as water, air and
steam.
iii. Product waste that can be quickly or
naturally degraded and returned to the
ecosystem safely.
iv. Product is made of non-hazardous
substances which should not contaminate
the environment.
v. Product should not cause contamination
to environment when it is being used or
operated.
Traditionally, product design is performed in
a sequential process commonly known as Serial
Engineering (SE) in which each design stage
starts when the previous ones are completed. The
disadvantages of SE are that it is a time-consuming
process, with a risk of miscommunication among
various departments and possibly not meeting
design needs. To overcome these, an integrated
design method called Concurrent Engineering
(CE) is widely used. CE is an inclusive approach
where personnel with different competencies
and from different departments like marketing,
design, production and finance come together and
contribute to the same project. Figure 3 illustrates
a CE model in product design.
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VOL
VOL 79
55 JULY-SEPTEMBER
JUNE 2013 2019
Challenges
In the beginning, the introduction of mass
production was to produce goods fast and in large
volumes to meet ever-increasing market demand.
Product developers focused on functional product
design strategies to create products mainly to
meet the needs, often neglecting the effects on
the environment. The supporting infrastructure
and processes were also established mainly
based on these strategies. The motives were to
enrich organisations and guarantee existence as
what was professed by Eliyahu Moshe Goldratt,
the creator of Optimised Production Technique –
“The real truth of the existence of any business
organisation was to make profit, others were
secondary.” Therefore, to integrate sustainability
initiatives, product developers may encounter
challenges such as:
i. lack of investment to start up the integration
of environmental factors into the existing
product development strategy. Even if
investment is available, cost is eventually
added to the product that the buyer may
need to bear, making it less competitive.
ii. lack of personnel who are adequately
trained to design eco-friendly products.
iii. lack of commitment to search for and create
technology that can support sustainable
product initiatives.