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Communication, Coordination, and Collaboration: the 3Cs Towards a Better Strategic Implementation for Product Development
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Communication, Coordination, and Collaboration: the 3Cs Towards a Better Strategic Implementation for Product Development
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Journal Article
Communication, Coordination, and Collaboration: the 3Cs Towards a Better Strategic Implementation for Product Development
2025
Overview
This paper focuses on a 3Cs approach for technical and non-technical members of Product Development (PD) Teams. The goal is to offer a systematic approach to streamlining the integration of technical and non-technical stakeholders throughout the PD process [4]. This lifecycle approach model starts from customer requirements all the way to customer support. This 12-step approach considers processes, resources, tools and techniques, and integration to enable successes at each step. Displays and templates are incorporated into each step as tools and techniques for facilitation of activities. Mishra and Mishra [6] suggest displays and other visual aids can enhance the effectiveness and efficiencies of 3Cs. This research aims to investigate the benefits of displays specific to communication, coordination, and collaboration as standalone entities. Some of the reasons attributing to the low rate of product development success are due to the inherent complexities of PD such as misalignment of the product with marketing goals and customer signals. Additionally, inability to manage the multidisciplinary nature of PD, challenges of system integration, supply chain management failures, and many other technical factors are also culprits. Beyond technical challenges, there are interfaces with non-technical functions such as marketing, finance, supply chain, and operations to be considered. In most cases, the inability to properly implement and execute the 3Cs is a common theme that leads to less than desirable results and can significantly impact the performance of the team and the end-product. Of the 3Cs, collaboration is the most challenging to achieve. Learners and practitioners of engineering management, project management, business management, product management; and other Technical and Non-technical professionals such as Product Managers, Product Development Managers, Program Managers, Project Managers, System Engineers, and others may benefit from this integrated model.
