Visual representations for communication in geographically distributed new product development projects

Abstract

This study addresses the role of visual representations in supporting communication between an R&D team and geographically distributed suppliers for a new product development (NPD) project. It specifically focuses on the design and use of visual representations as a feasible way for communication between the distributed actors when they face communication challenges originating from differences in skills in the English language, but also from differences in work experiences. Relying on empirical materials from a Swedish manufacturing company in the mechanical engineering industry, this paper makes the following contributions to the literature. First, it shows that visual representations are effective boundary objects able to support process-oriented and product-oriented communication in distributed NPD projects. Second, it illustrates that visual representations do not necessarily have to follow graphic design principles, but can still be effective if distributed actors share the same project context. Finally, it highlights the need for a dynamic and context-dependent perspective on communication in NPD projects.

KEYWORDS:

• New product development
• geographical distribution
• communication
• visual representation
• annotations

Acknowledgement

The research presented in this paper was financed by VINNOVA, the Swedish Governmental Agency for Innovation Systems, and is greatly appreciated. We also want to thank Husqvarna Group and all the interviewees in the studied project. The authors appreciate the constructive and valuable feedback provided by the editor and the reviewers of the Journal of Engineering Design.

Disclosure statement

No potential conflict of interest was reported by the authors.

ORCID

Yvonne Eriksson http://orcid.org/0000-0001-9057-0063