ANALYSIS OF PRODUCT DEVELOPMENT TECHNIQUES AND SUSTAINABLE DESIGN IN ELECTRICAL MANUFACTURING: A CASE STUDY OF GENERAL COMPANY FOR ELECTRICAL INDUSTRIES, DIYALA

Abstract

This research is centred on evaluating the operational performance of a company by assessing the utilisation of various product development techniques. Specifically, it investigates the degree of implementation and the corresponding gaps in approaches such as green manufacturing, total quality management, value engineering, and computerised production systems. In addition to this analysis, the study undertakes a quantitative examination of the influence exerted by corporate sustainability strategy and policy, sustainable product requirements, and the integration of sustainability within product development processes on sustainable product design and development. A combined methodological approach was adopted, incorporating both a case study and causal analysis. The selected case study site was the General Company for Electrical Industries, involving a sample of 57 managerial personnel. These participants responded to a checklist designed to align with the research objectives and scope. The findings reveal notable deficiencies in the implementation of the examined product development techniques. Based on these insights, the study proposes that company leadership should pursue a more balanced emphasis across all techniques, advocating for increased application rates to enhance overall effectiveness and competitive performance in the relevant industrial sector. In the second phase of the investigation, data were gathered from an additional sample of 213 respondents. This dataset was analysed using both measurement and structural model methodologies. The results affirm the measurement model’s reliability, as well as its convergent and discriminant validity. Furthermore, structural equation modelling revealed that the integration of sustainability into product development and the specification of sustainable product requirements both exert a statistically significant and positive impact on sustainable product design and development. The study concludes with policy recommendations that underscore the importance and strategic relevance of sustainable product development and design, informed by empirical evidence.