Product design and supply chain fulfillment through a generative customization solution to achieve discontinuous innovation

Abstract: The goal of discontinuous innovation is to disrupt existing market balances and create new combinations of consumers, producers and markets, but it is still not understood by a combined product design and supply chain systems. Without an overall system representation of the innovation continuum (market equilibrium, incremental and discontinuous innovations) for elements of product design and supply chain fulfillment, it will be harder for companies to develop an innovation strategy as a result. There is currently no structural component of the definition of innovation to an integrated product design and supply chain fulfillment system to contribute to this problem.
Using theoretical constructs from various disciplines and new concepts, a conceptual framework is established that introduces the concept of generative adaptation as a solution to research problems, as noted above. The author established an innovation continuum in which generative adaptation means that in a complex adaptive system (CAS) environment. In this model, the role of consumer and producer is defined in a principal-agent, and interact in a new, dynamic ways. Finally, the product design process through a generative design process where the consumer is virtually involved, and a human cognition, generative design, product design process is established.