Decision-Making in the Front-End of Apparel Innovation: A Study from Sri Lanka

Abstract

Front-end decisions focus on identifying the best approaches and conceptual ideas for a successful innovation process that would yield greater benefits from proposed financial investments. Hence, they are considered as forming the roots of success of the innovation process. Although scholars have emphasized the importance of front-end decisions for quite some time, little attention has been paid by researchers to the decision-making at the front-end of apparel innovation. Thus, the aim of this research is to explore the key decision-making process involved in the front-end so as to provide significant insight into decision situations and make a noteworthy contribution to this topic. Adopting the qualitative multiple case study research approach, three apparel companies engaged in apparel innovation within Sri Lanka were studied. The data were analyzed qualitatively using the process of data reduction, data display and aggregate conclusions on key decision-making gates at the front-end. It came to light that there are five key decisions to be made within the preliminary strategy identification and implementation phase. During the idea or concept, development phase three possible approaches were noted and the key decision gates were identified accordingly.

Keywords:

• apparel
• decision gates
• decision-making
• front-end
• innovation

Additional information

Notes on contributors

Niromi Seram

Niromi Seram is a Senior Lecturer at the University of Moratuwa Sri Lanka. After graduation, she gained industrial experience working in the apparel manufacturing industry in Sri Lanka for seven years holding executive positions. She has a Master’s degree in Fashion Design & Technology from London College of Fashion, University of Arts London, UK and is currently studying for Ph.D. [email protected]

Julian Nanayakkara

Julian Nanayakkara is a Senior Lecturer at the University of Kelaniya. He completed Ph.D. in the area of Production Management and Manufacturing Technology from the University of Strathclyde, UK, and worked as Lecturer, Researcher and Consultant to industry for over 35 years. He specialized in the area of production and operations and management and manufacturing technology. His research interests are resource planning and control in ERP systems, modelling, simulation and optimization of production and supply chain operations and quality management and productivity improvement in business processes. [email protected]

Gamini Lanarolle

Dr. W. D. G. Lanarolle is a senior lecturer at the University of Moratuwa, Sri Lanka. He obtained his Ph.D. from the University of Manchester, Institute of Technology, UK. His main areas of teaching and research are knitting technology, technology development and process improvement. Dr Lanarolle is also researching on industry-related problems providing his service as a consultant in knitting technology and process improvement. [email protected]